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, driven by nostalgia, social media and its perception as a
healthier dessert choice. Several brands such as Go Greek, Myka and Yo-Chi
launched in London, while Frurt, which operates mainly in the north west of
England and Yorkshire, has opened new stores, including one in Leicester. These
companies saw hundreds of customers queueing to create their own dessert pot,
despite it not being a particularly cheap treat, with tubs costing as much as
£12. Research suggests the froyo market is steadily growing. Market Data
Forecast estimates that 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 and blew up quickly on
social media for its range of toppings and "third space" feel. Social
media trends like "2026 is the new 2016" are helping froyo's
virality. But how likely is the current froyo craze to survive? After all, it
was huge in the 2010s but by the end of that decade was all but dead.
BBQ - Do you think the latest Froyo trned will last?
