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New shops in London and Leicester are drawing customers back to frozen yoghurt, even as some tubs cost up to £12. Whether the renewed interest will last is less clear.
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Go Greek, Myka and Yo-Chi launched in London in 2026, while Frurt opened more shops, including one in Leicester, the BBC reports. It says hundreds of customers have queued at the businesses, where a tub can cost as much as £12. [1]
Kiersten Paterno, a 19-year-old student, told the BBC she waited 45 minutes and enjoyed choosing her own flavours and toppings. She said frozen yoghurt felt healthier to her, although she regarded it as an occasional treat because of the price. Frozen yoghurt is generally lower in calories and fat than ice cream, but may contain more added sugar. [1]
Market Data Forecast estimates the European frozen-yoghurt market at £434m in 2026, up from £419m in 2025, according to the BBC. That is a European estimate, not a figure for sales at the new English shops. [1]
An earlier frozen-yoghurt boom had largely faded by the end of the 2010s. Vhari Russell, founder of Food Marketing Experts, links that decline partly to market saturation and changing trends. She expects the current £12 price tag to remain an ‘affordable luxury’ rather than put customers off. [1]
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