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Kiersten Paterno was among those who didn’t mind waiting up to an hour just to enjoy some frozen yoghurt. At 19 years old, the student explains that despite a 45-minute queue, the ability to select flavors and personalize the dessert with various toppings was a major draw for her.
Frozen yoghurt, or froyo, was especially popular in the UK during the late 2000s and early 2010s, with London being the hotspot. At its height, chains like Snog operated ten stores across the capital, while brands such as AngelBerry had locations in cities like Bristol and Brighton. This year has seen a revival of froyo, fueled by nostalgia, social media buzz, and its reputation as a healthier alternative to traditional desserts.
Several new brands like Go Greek, Myka, and Yo-Chi have emerged in London, alongside Frurt, which mainly serves northern England and Yorkshire, opening a new store in Leicester. Despite the relatively high price, with tubs costing up to £12, these stores have attracted hundreds of customers eager to create their own custom frozen yoghurt treats.
However, questions remain about the longevity of the current froyo trend, considering its sharp decline by the end of the 2010s. Vhari Russell, founder of Food Marketing Experts, points to market saturation and the typical lifecycle of trends as factors behind its earlier drop in popularity. She notes how Snog, once the market leader, faced fierce competition from other brands like Yog, Yoomoo, and Pinkberry, and how customers began to question whether it truly was a healthy choice. Today, Russell observes, the combination of 2010s nostalgia and contemporary twists has generated strong demand. She also describes the £12 price point as an “affordable luxury,” highlighting that for many, buying froyo is less about nourishment and more about enjoying a special experience, especially for those who avoid other costly habits
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