Retail / news
Frozen Yogurt Makes a Comeback as Lines, Wellness Trends Drive Second Act
Frozen yogurt is back in vogue, with New York City shops drawing 30-minute lines and $10 cups. Established chains like 16 Handles report double-digit growth as wellness and social media fuel the resurgence.
New Yorkers are waiting in line for over half an hour and paying more than $10 a cup for frozen yogurt this summer, a scene that recalls the dessert’s 2010s heyday but is playing out in 2026. Upscale newcomers such as Mimi’s, which sells Australian-style frozen yogurt, and Go Greek have gained viral attention, with some customers even grabbing froyo for breakfast to sidestep the crowds.
Industry observers attribute the revival to a mix of Gen Z’s love for experiential, photogenic shops and growing consumer interest in yogurt’s wellness credentials, including gut health and high protein content. Startups like Coconut Cult and Benefiber are also trying to tap the trend through pop-up activations.
Established frozen yogurt brands say they are benefiting as well. 16 Handles, a franchise-based chain, reports double-digit same-store growth and believes the momentum can outlast the current hype cycle. Go Greek, another established name, is also experiencing a surge, according to the company.
This is not the first time frozen yogurt has enjoyed a moment. TCBY, a major player in the 2010s, originally exploded onto the scene in the 1980s. The previous decade’s trend was defined by colorful self-service chains like Pinkberry and Red Mango.