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

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.”