Froyo is making a functional comeback.
Sweet spot. Hitting macros without giving up dessert, consumers are scooping up frozen yogurt, with annual sales climbing 26% to roughly 87M swirls served, per Circana.
Thawing out. All the rage in 2010, froyo lost ground to better-for-you pints like Halo Top, forcing chains like Pinkberry to close dozens of locations. Now, reignited by social media hype and little treat culture, Gen Z is bringing froyo back.
New wave. While some legacy shops remain, upscale outposts are serving up healthier options.
Reimagining Greek yogurt, MYKA and Go Greek drew hour-long lines for their New York debuts, while Mimi’s and Birdie’s win consumers with elevated takes on the classic. Evolving, Van Leeuwen debuted a frozen yogurt lineup, and Yasso is scaling new froyo pints in retail.
Dessert menu. The frozen treats category is catering to BFY preferences — from David’s macro-focused scoops, Protein Pints’ pops, and Cold Freak Foods’ cookie sandwiches to Smearcase’s frozen cottage cheese and Sorbet Sorority’s collagen-infused batches.
Punchline: Blending function and indulgence, desserts keep getting sweeter for a wellness consumer who wants to balance both.
