How frozen yoghurt became the capital’s hottest food craze

By the Editorial Team · Saturday, July 25, 2026

Go Greek Yogurt opened its first London store in Mayfair, attracting hundreds of customers and sparking a broader frozen yoghurt trend across the city fueled by social media and warmer weather. This surge reflects a growing preference for healthier, artisanal treats among young consumers, with premium-priced froyo shops seeing strong sales despite the cost.

Frozen yoghurt has rapidly become one of London’s most sought-after treats this summer, sparking long queues and high demand at newly opened specialty shops across the city. The trend, driven in part by social media platforms like TikTok and Instagram, mirrors similar consumer behavior recently observed in New York, where froyo outlets have experienced surges in popularity amid record heat.

Go Greek Yogurt, an American brand with a celebrity following in Los Angeles, launched its first London location in Mayfair earlier this month. The shop’s opening attracted hundreds of customers, with queues stretching past nearby high-end stores. Sophie Lewis, a 21-year-old customer who arrived an hour before opening, described the scene: by the time the doors opened, roughly 150 people stood behind her. Some even reportedly offered significant sums to buy her place in line.

Go Greek’s success coincides with a wave of frozen yoghurt establishments emerging throughout London. The Spanish chain Myka opened in Soho simultaneously, while Manchester-based Mast debuted its inaugural capital location at Westfield Shopping Centre. These outlets offer customers customizable cups of frozen yoghurt topped with diverse ingredients ranging from fruit and nuts to sweets such as Smarties, with occasional limited-edition toppings like caviar featured in other markets.

Consumers appear drawn to frozen yoghurt as a comparatively lighter alternative to traditional ice cream. Without toppings, froyo tends to have fewer calories, adding to its appeal among health-conscious younger generations focused on wellness trends. However, these artisanal options command premium pricing, with a weighted cup at Go Greek priced close to £12—significantly higher than supermarket varieties.

Despite the cost, demand remains robust. Go Greek staff report instances of single orders exceeding £30 and record-breaking daily revenue figures. During a recent sweltering spell in New York, one Go Greek site reportedly generated $24,000 in a day solely from froyo sales. In London, social media amplification plays a crucial role in the craze. Customers frequently pause to photograph their froyo purchases before continuing, helping to fuel online buzz organically. Myka’s co-founder and chef Natalia Morales emphasized that the brand does not pay influencers to promote their products, highlighting that frozen yoghurt’s rise is largely spontaneous.

The current enthusiasm for frozen yoghurt follows other recent food fads in London involving long queues and social media-driven popularity, including pizza, bagels, and pastries. The combination of warm weather, a wellness-oriented demographic, and viral digital content has created fertile ground for froyo’s resurgence as a summertime staple in the capital.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.