Froyo's made a comeback. But at £12 a tub will it last?

After a long wait, Londoners were drawn to frozen yoghurt (froyo) once again, proving it had made a remarkable comeback. The 45-minute queue outside shops like Snog and AngelBerry was a testament to its enduring appeal. This resurgence was fueled by nostalgia, social media buzz, and the perception of froyo as a healthier alternative to ice cream. Brands like Go Greek, Myka, and Yo-Chi emerged in London, while Frurt opened new stores across the north west of England and Yorkshire, including Leicester.

Despite the higher cost, customers like Kiersten Paterno were willing to pay £12 for a tub, citing the ability to control portion sizes and sweetness through toppings as a reason for their indulgence. Yo-Chi's campaign manager, Bethan Clarke, explained that the customisable nature of froyo allows people to manage their own sugar intake, making it a healthier choice. She also noted that social media trends, such as "2026 is the new 2016," contributed to its viral popularity.

However, the future of froyo's popularity is still uncertain. Market expert Vhari Russell of Food Marketing Experts suggested that the current craze might not sustain itself if the price of £12 becomes prohibitive. But she argued that froyo remains an "affordable luxury," an experiential treat that people enjoy without feeling guilty.

Russell also pointed out that froyo's resurgence can be attributed to the market's saturation during its previous popularity and the natural cycle of trends. Regardless, it seems that people are willing to spend a little more for the unique experience that froyo offers.