Froyo Comeback in the UK: Can Frozen Yoghurt Sustain Its Return? 

 The froyo comeback in the UK is drawing customers back to frozen yoghurt shops, with some willing to wait nearly an hour for a customised dessert despite tubs costing as much as £12. 

Frozen yoghurt, or froyo, has returned to the UK after being a major trend in the late 2000s and early 2010s. The trend was particularly popular in London, where brands such as Snog expanded rapidly. 

Snog had as many as 10 stores in the capital at its peak, while AngelBerry operated shops in cities including Bristol and Brighton. The renewed froyo trend is being driven by nostalgia, social media and the perception that frozen yoghurt is a healthier dessert choice. 

Several frozen yoghurt brands have opened or expanded in the UK this year. Go Greek, Myka and Yo-Chi have launched in London, while Frurt, which operates mainly across north-west England and Yorkshire, has opened new locations, including one in Leicester. 

The return has attracted customers willing to queue for their dessert. Kiersten Paterno, a 19-year-old student, said she waited 45 minutes for her turn at a store. 

For customers, the appeal goes beyond the dessert itself. The ability to choose flavours and customise a cup with different toppings has become part of the experience. 

The renewed interest in frozen yoghurt UK businesses comes alongside growing interest in personalised food experiences and the role of social media in reviving older trends. 

However, price could become a challenge. Some customers are paying as much as £12 for a tub, making froyo a relatively expensive dessert choice.