Froyo Makes Comeback in London Amid £12 Price Tag

Froyo has made a notable comeback in the UK, particularly in London, with consumers willing to queue up to an hour for a tub costing up to £12. Companies such as Go Greek, Myka, and Yo-Chi have launched new stores in the capital, while Frurt has expanded in the north west of England and Yorkshire. This revival is driven by nostalgia and social media, despite the high price, positioning froyo as an 'experiential' luxury rather than just a food item, according to food marketing expert Vhari Russell.

The froyo trend was last prominent in the late 2000s and early 2010s, with chains like Snog opening multiple outlets. However, market saturation and changing consumer perceptions about its health benefits led to its decline. Now, 2010s throwbacks combined with modern marketing strategies have reignited consumer interest.

For ordinary investors, the renewed interest in froyo could signal a lucrative market revival. Whether the trend will sustain depends on maintaining consumer interest against high prices.