It may seem a healthier option for a heatwave indulgence.
Frozen yoghurt – originally a 70s invention that promises all the creamy satisfaction of ice cream with a fraction of the calories and fat – has become the sweet treat of the summer. Again.
Blame Instagram – and viral posts showing customers showing off their orders at newly opened London branch of MYKA, the frozen yoghurt chain from Madrid.
Self-serve brand Go Greek Yoghurt regularly attracts 150-person-strong queues at its Mayfair location – where tubs go for a whopping £12 apiece. And trendy Australian frozen yoghurt giant Yo-chi – a TikTok favourite – announced it was opening its first ever UK store in London just last week.
After years of being decidedly unfashionable, within the past year, frozen-yoghurt - or, as it's known colloquially, froyo – is clearly having a moment.
