Froyo's Made a Comeback. But at £12 a Tub Will It Last?
BBC News reports on the recent surge in popularity of froyo, or frozen yogurt, in the UK. This trend, which was prominent in the late 2000s and early 2010s, is experiencing a revival, driven by nostalgia, social media, and its perceived health benefits.
By Lizzie Asante, Business Reporter
Published: 7 October 2026, 00:01 BST
Kiersten Paterno, a 19-year-old student, recalls the appeal of froyo from her childhood and believes the current craze is here to stay. She shares her experience:
"It was a 45-minute wait for my turn but the whole experience of choosing your flavors and customising it with different toppings was a big part of the appeal for me."
Froyo's return is marked by several brands opening new stores across the UK, including Go Greek, Myka, Yo-Chi, and Frurt. These companies have witnessed long queues of customers eager to create their own dessert pots, despite the relatively high price, with tubs costing up to £12.
Kiersten justifies the cost, considering the portion control and sweetness customization it offers. Bethan Clarke, campaign manager at Yo-Chi, agrees that the customizability is a key factor, allowing customers to manage their portion sizes and sugar intake.
Social media trends, such as "#2026isthenew2016," are contributing to froyo's viral popularity. Ella Light, also from Yo-Chi, observes a diverse customer base, from Gen Z to builders.
However, Vhari Russell, founder of Food Marketing Experts, questions the longevity of this trend, citing market saturation as a factor in its previous decline. Despite this, the current revival suggests froyo may have found a lasting place in the UK's dessert culture.