Frozen yoghurt is experiencing a resurgence in the UK, with customers willingly waiting in long lines for a taste of this nostalgic dessert. Kiersten Paterno, a 19-year-old student, is one such enthusiast who lined up for 45 minutes to customise her treat, relishing the chance to pick flavours and toppings as a major part of the appeal.
Froyo’s Rising Popularity
This dessert saw its peak in popularity between the late 2000s and early 2010s, especially in London, where chains like Snog operated up to ten outlets. Brands such as AngelBerry opened stores in cities like Bristol and Brighton. In 2023, froyo is making a comeback, driven by nostalgia, social media influence, and its image as a relatively healthier dessert choice. London has seen the launch of several new brands like Go Greek, Myka, and Yo-Chi. Meanwhile, Frurt, serving primarily northern England and Yorkshire, expanded with a new outlet in Leicester. Despite its premium pricing, reaching up to £12 per tub, customers are enthusiastically customising their dessert experiences.
Kiersten appreciates froyo for the control it offers over portion size and sweetness, stating it gives her the pleasure of a dessert without feeling excessive indulgence, even though she admits it can be pricey.
European Market Growth
The European froyo market is steadily growing, projected to rise from £419 million in 2023 to £434 million by 2026, according to Market Data Forecast. Australian brand Yo-Chi found rapid success in its Notting Hill location, enhanced by social media buzz and a welcoming “third space” ambience. Bethan Clarke, the campaign manager for Yo-Chi, notes the trend of “sweet treat culture” where consumers are willing to splurge on small luxuries.
“We don’t label ourselves as healthy,” Clarke acknowledges, attributing froyo’s appeal partly to its customisability, allowing patrons to control portion sizes and sugar content. Trending social media themes, such as “2026 is the new 2016,” contribute to froyo’s renewed popularity, with consumers eager to relive past experiences.
Ella Light from Yo-Chi comments on the diverse clientele, which spans beyond the expected younger demographics, to include various groups like construction workers.
Nostalgia Meets Modern Tastes
The question remains whether this froyo revival will endure. Vhari Russell from Food Marketing Experts explains that initial market saturation and evolving trends led to the dessert’s decline after its 2010s peak. Competition from brands like Yog, Yoomoo, and Pinkberry and a reconsideration of froyo’s health benefits also played a role. However, Russell points to a renewed appetite for “2010s throwbacks with a modern twist” that is capturing consumer interest once more.
Russell suggests the price might not deter customers, as froyo represents an “affordable luxury.” She describes the experience of going out for a froyo as a unique event akin to a lifestyle choice rather than just a food purchase.
Reporting based on coverage first published by bbc.co.uk.