What We Know About the UK's Froyo Comeback at £12 a Tub

A tub of frozen yoghurt in the UK can now cost as much as £12, and some customers are waiting up to 45 minutes to get one, according to BBC News reporting on the dessert's 2026 return.

How big is the UK froyo market right now?

The European frozen yoghurt market is worth £434m in 2026, up from £419m a year earlier, according to estimates from Market Data Forecast cited by BBC News. The figures mark a return to growth for a category that largely collapsed in the UK by the end of the 2010s.

Which chains are driving the comeback?

Multiple brands have opened or expanded stores in 2026, BBC News reports: Go Greek, Myka and Yo-Chi launched in London, while Frurt — which operates mainly in the north west of England and Yorkshire — added new locations, including one in Leicester. Australian brand Yo-Chi opened a Notting Hill branch in August and drew attention on social media for its topping range and in-store feel, per the outlet. The current wave follows the previous froyo boom of the late 2000s and early 2010s, when chains such as Snog ran 10 stores in London at their peak and AngelBerry operated shops in Bristol and Brighton, BBC News notes.

Why are shoppers paying £12 for yoghurt?

Customers interviewed by BBC News point to customization as the draw. Kiersten Paterno, a 19-year-old student who waited 45 minutes for her order, said choosing flavors and toppings let her control both sweetness and portion size. "It feels healthier overall as it's a dessert I can enjoy without feeling like I've overindulged," she told the outlet, adding that she doesn't mind the price for an occasional treat.

Bethan Clarke, Yo-Chi's campaign manager, told BBC News that "sweet treat culture is huge," noting that shoppers who are cutting back on larger purchases are still willing to spend on small indulgences. Clarke said Yo-Chi does not market itself as a health product, even though froyo is generally lower in calories and fat than ice cream — though it can contain more added sugar, according to the report.

Who's actually buying it?

The customer base is wider than marketers expected, per BBC News. Ella Light, who also works for Yo-Chi, said she anticipated mostly younger shoppers but was surprised to see a group of construction workers among the morning customers. Clarke attributed part of the renewed interest to nostalgia trends such as "2026 is the new 2016," which she said are pulling people back toward dessert formats they associate with childhood.

Will the current froyo trend last?

Whether the comeback holds is an open question, BBC News reports. Vhari Russell, founder of Food Marketing Experts, pointed to the previous boom-and-bust cycle, saying "market over-saturation played a role" in the decline of froyo chains by the late 2010s. The outlet notes that brands like Snog, once dominant with 10 London stores, had largely disappeared within a decade — a trajectory the current crop of chains will be measured against as more locations open across the UK.