Froyo returns to UK high streets with tubs costing up to £12
Frozen yoghurt brands opened new stores in London and Leicester this year, with tubs costing up to £12, according to the BBC.
Key facts
- Go Greek, Myka and Yo-Chi launched in London this year, while Frurt opened new stores including one in Leicester, according to the BBC.
- Tubs cost as much as £12, the BBC reported.
- Market Data Forecast estimates the European frozen yoghurt market at £434m in 2026, up from £419m last year.
- Froyo was a major UK trend in the late 2000s and early 2010s, with Snog reaching 10 London stores at its peak, according to the BBC.
- Vhari Russell of Food Marketing Experts said market over-saturation and the natural cycle of dying trends played a role in froyo's earlier disappearance.
Frozen yoghurt, known as froyo, has returned to UK high streets this year. Go Greek, Myka and Yo-Chi launched in London, while Frurt, which operates mainly in the north west of England and Yorkshire, opened new stores including one in Leicester, according to the BBC. The BBC reported hundreds of customers queued to create their own dessert pots. Tubs cost as much as £12.
Kiersten Paterno, a 19-year-old student, said she waited 45 minutes for froyo. "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," she said. She said she could control portion size and sweetness through toppings and did not mind paying more as an occasional treat.
Market Data Forecast estimates the European frozen yoghurt market is worth £434m in 2026, up from £419m last year. Australian brand Yo-Chi opened a Notting Hill branch in August. Bethan Clarke, Yo-Chi campaign manager, said: "Sweet treat culture is huge. People aren't spending a fortune on big things, but a little thing like that, they're happy to."
Clarke said Yo-Chi would "never call ourselves healthy". The BBC reported froyo is usually lower in calories and fat than ice cream but may contain more added sugar. Clarke said customisation means people control their own portion sizes and sugar levels. Ella Light, who also works for Yo-Chi, said she was surprised by the mix of customers, including "a group of builders".
Froyo was a huge trend in the UK in the late 2000s and early 2010s and was most popular in London, according to the BBC. Snog had 10 stores in the capital at its peak, and AngelBerry had shops in Bristol and Brighton. Vhari Russell, founder of Food Marketing Experts, said: "Market over-saturation played a role in the initial disappearance of froyo, as well as the natural cycle of dying trends."
The BBC reported Snog, the market leader, faced increasing competition from brands including Yog, Yoomoo and Pinkberry. According to the BBC, this year's comeback is driven by nostalgia, social media and froyo's perception as a healthier dessert choice, with social media trends like "2026 is the new 2016" helping its virality.
Context
Froyo is frozen yoghurt, a dessert that was hugely popular in the UK in the late 2000s and early 2010s before the trend was all but dead by the end of that decade, according to the BBC. The BBC reported this year's return is driven by nostalgia, social media and its perception as a healthier dessert choice.
How outlets headlined it
How this was made
Compiled by our AI newsroom from 1 independent outlets, checked by a separate AI editor against the sources. Only claims found in the sources are reported. Spot an error? Every source is linked below.
Open reader debate: Factual contributions and additions are synchronized directly in real time across all readers.
Loading contributions from cloud server…
Reader Discussion & Community Notes