Froyo's made a comeback. But at £12 a tub will it last?
Frozen yogurt has experienced a significant resurgence in the UK, driven by nostalgia, social media trends, and its perception as a customizable dessert option. Despite high prices of up to £12 per tub, new brands like Yo-Chi and Frurt are attracting long queues of customers seeking an experiential treat. Industry experts suggest the trend may sustain itself as an affordable luxury, though it faces the risk of market saturation similar to its previous decline in the 2010s.
- ▪The European frozen yogurt market is estimated to be worth £434m in 2026, reflecting steady growth from the previous year.
- ▪New entrants such as Yo-Chi and Frurt have opened stores across the UK, with some locations experiencing queues of up to an hour.
- ▪Consumers are drawn to froyo for its customizability, allowing them to control portion sizes and sweetness levels, which is often perceived as a healthier alternative to ice cream.
- ▪Experts attribute the current boom to 2010s nostalgia and social media virality, while noting that the previous wave of froyo popularity ended due to market over-saturation.
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| Publication time | Tue, 06 Oct 2026 23:01:31 GMT |
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Froyo's made a comeback. But at £12 a tub will it last?Image source, Getty ImagesImage caption, Froyo has made a return with several stores opening across the UK this yearByLizzie AsanteBusiness reporterPublished10 minutes agoKiersten Paterno was one of the many people willing to queue up to an hour to treat herself to some frozen yoghurt."It was a 45-minute wait for my turn but the whole experience of choosing your flavours and customising it with different toppings was a big part of the appeal for me," the 19-year-old student says.Froyo was a huge trend in the UK in the late 2000s and early 2010s and was most popular in London.Chains like Snog had 10 stores in the capital at its peak and other brands like AngelBerry had shops in Bristol and Brighton.And this year it's made a comeback,…
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