Frozen yoghurt makes a comeback - but can it last at 12 pounds a tub?

Frozen yoghurt, once a defining food trend of the 2000s and 2010s, is making a comeback in the UK, with multiple chains opening new locations across the country.

The revival comes more than a decade after the dessert's first wave of popularity faded, as a new generation of frozen yoghurt shops and stalls have begun appearing in cities and towns across the wider UK.

A pricier proposition

Unlike the self-serve, pay-by-weight model that defined the original froyo boom, some of today's offerings carry a notably higher price tag, with tubs reported to cost as much as 12 pounds. That price point has raised questions about whether the renewed trend can sustain the kind of mass appeal that fueled its first run of popularity, when frozen yoghurt was often positioned as an affordable alternative to ice cream.

Industry watchers note that food trends which rely on nostalgia often see an initial surge of interest from customers eager to relive a familiar craze, but sustaining that interest over the longer term typically depends on price, convenience and whether the product can establish a loyal customer base beyond early adopters.

Whether frozen yoghurt's second act can match the staying power of its first will likely depend on how chains balance novelty and nostalgia against a cost-of-living climate in which consumers are generally more price-sensitive than they were during the dessert's original heyday.

For now, the growing number of new openings suggests at least some confidence among operators that there is renewed appetite for the dessert, even at a higher price than shoppers may remember.