Froyo trend has been revived - at $30 a pop
Frozen yoghurt is officially back on the menu in America, with one expert claiming its revival can be chalked up to its position at the ‘intersection of indulgence and wellness’.
You may recognise the ‘80s for its big hair, loud aesthetic, and aerobics obsession. However, others are likely to remember health-conscious mindsets causing stocks in frozen yoghurt to absolutely skyrocket.
The delight, which initially gained widespread popularity as a lower-calorie treat, fell out of favour for a time in the 1990s before having a dramatic second wind in the early 2000s and 2010s with Snog and Pinkberry.
Fast forward to 2026, and fro-yo is back in a big way; businesses like Mimi’s in New York City are being praised by billionaires such as Howard Schultz, the former head of Starbucks, for leading the nostalgic charge.
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The Aussie-inspired store, based in Soho and Greenwich, NYC, serves ‘health-forward’ sweet treats made with ‘locally sourced ingredients and seasonal favourites.
Flavours are always rotating, with coffee, mango, raspberry, coconut, and vanilla being current and former options, according to the Instagram-worthy brand’s social media account.
Anyone who heads into one of the two shops can currently pick from fruity, fibre-rich toppings, including blackberries and kiwi fruit, as well as unconventional gems, such as popping balls, glugs of pistachio sauce, and sprinkles.
Speaking about its popularity, Schultz claimed in an interview with Bloomberg that he was ‘stunned’ to see people lining up in the depths of winter to buy frozen yoghurt.
According to the publication, lines have gotten so long that customers have actually taken to online forums to share tips on what time of day is the best to head down to the self-serve kiosks.
During the interview, Schultz went on to praise Mimi’s founder, Amber Linz, claiming her business - which shells out pots for $30 - was perhaps popular because it was a ‘commodity’ like Starbucks.
“It’s an affordable luxury,” the businesswoman added. “It’s just fun.”
Mimi’s, which recently got a spot on Good Morning America, is just one of the businesses driving froyo sales in the United States.
According to research conducted by Circana, servings rose 26 per cent to about 87 million in the 12 months through March, with Gen Z having a particular penchant for the sweet treat.
David Portalatin, a senior vice president at Circana, this may be because the delight is seen as a healthier alternative to ice cream or gelato cones.
“The thinking goes: ‘I can have this treat and also feel like I’m making a better choice’,” the expert reasoned.
Meanwhile nutritionist Kristen Stavridis said: "As a nutritionist, I consider Greek yogurt to be one of the best health foods out there."
Raitah Jinnat, an incoming student at New York University and Mimi’s customer, backed up Portalatin’s and Stavridis' comments.
She explained to the publication that she and others want to feel like they’re getting ‘something sweet’ without it being classed as a ‘calloric killer’.
Due to its burgeoning popularity, Linz plans on opening a third NYC site in the future.
She said the store, slated for Manhattan’s Uppe East Side, will grow as part of her ‘so slow, to go fast’ mentality.
Brands collaborating with frozen yoghurt
And it’s not just Mimi’s and New York buying into the craze, with brands like Myka’s and Go Greek also being credited as revivalists.
Meanwhile, beauty brands, seeking foot traffic and summer-appropriate activations, are apparently now also lining up to get in on the boom, as per Glossy.
Korres recently teamed up with Go Greek, founded by Tanja Murgel-Subotic, her husband David Subotic and business partner Jonathan Williams in 2012, to promote its Greek Yoghurt Probiotic Foaming Cream Cleanser.
The collaboration will see a special ‘Greek Glow’ bowl, built with olive oil and honey, being added to the menu in New York City, Los Angeles and Miami from Sunday.
Cult skincare brand Kiehl’s is also set to launch a nationwide Go Greek partnership starting 26 June.
Like the Korres partnership, Kiehl’s has created a special bowl inspired by its Better Screen sunscreen franchise. Samples of Go Greek will also be on offer at select skincare stores.
Rebecca Demmellash, strategy director at branding agency Pearlfisher, reasoned that brands may be jumping on the bandwagon as frozen yoghurt sits ‘at that intersection of indulgence and wellness’.
“Food represents pleasure, it represents ritual, it represents nostalgia, sometimes it represents wellness,” she reasoned. “And so I think that, for beauty brands interested in being relevant in culture and creating community around their values, it’s a natural next step to look at food.”
We’ll have ours with a spoonful of orange slices and a square of dark chocolate, please!
Go Greek opening in the UK
Excitingly, Britain is getting its own Go Greek in July.
The brand, which counts celebrities like Gigi Hadid and Jennifer Aniston as fans, is set to debut on London's South Molton Street on 11 July.
To celebrate, the first 100 customers through the door on opening day and on 12 July will get free frozen yogurt complete with their choice of toppings.
"As someone who is half Greek myself, I’m usually very picky about my Greek yogurts, but I’m happy to say that Go Greek Yogurt passes the test and I’m so looking forward to having something like this come to London to allow people more opportunities to enjoy this nutrient-dense food," said Stavridis, who has partnered with the brand for its London opening.
Ella Scott