Froyo's made a comeback. But at £12 a tub will it last?

Kiersten Paterno was one of the many people willing to queue up to an hour to treat herself to some frozen yoghurt."It was a 45-minute wait for my turn but the whole experience of choosing your flavours and customising it with different toppings was a big part of the appeal for me," the 19-year-old student says.Froyo was a huge trend in the UK in the late 2000s and early 2010s and was most popular in London.Chains like Snog had 10 stores in the capital at its peak and other brands like AngelBerry had shops in Bristol and Brighton.And this year it's made a comeback, driven by nostalgia, social media and its perception as a healthier dessert choice.Several brands such as Go Greek, Myka and Yo-Chi launched in London, while Frurt, which operates mainly in the north west of England and Yorkshire, has opened new stores, including one in Leicester.These companies saw hundreds of customers queueing to create their own dessert pot, despite it not being a particularly cheap treat, with tubs costing as much as £12.But how likely is the current froyo craze to survive? After all, it was huge in the 2010s but by the end of that decade was all but dead.Vhari Russell, founder of Food Marketing Experts, says: "Market over-saturation played a role in the initial disappearance of froyo, as well as the natural cycle of dying trends."Market leader Snog faced increasing competition from the likes of Yog, Yoomoo and Pinkberry, while consumers also realised that the dessert may not have been the healthier option they initially thought it was."But now 2010s throwbacks coupled with a modern twist are seeing huge appetite across the market," says Russell.Will £12 for a tub eventually start to put people off though?Russell doesn't believe so, as she calls it an "affordable luxury".Going out for a froyo can be "an experiential moment" as much as anything, she adds."For many people, they don't smoke or have expensive lifestyles, so froyo isn't viewed as food, it's viewed as an experience."