Yo‑Chi’s Notting Hill froyo shop opens, tubs cost up to £12
The Australian brand’s August 2026 launch drew long queues, reflects a market now worth £434 million across Europe, and highlights nostalgia‑driven demand despite premium prices.
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Yo‑Chi opened a Notting Hill branch in August 2026, BBC News reported. The store attracted crowds, with some customers waiting up to an hour for service. Prices for a single frozen yoghurt tub reached £12, the highest level reported for London this year.
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Market Data Forecast estimates the European frozen yoghurt market at £434 million in 2026, up from £419 million in 2025, BBC News reported. The rise aligns with a resurgence of froyo that analysts link to nostalgia and the influence of social‑media platforms.
Customers cite experience over cost
Kiersten Paterno, a 19‑year‑old student, told BBC News she waited 45 minutes for her turn. She said the ability to pick flavours and toppings made the £12 price acceptable as an occasional treat. "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," she said.
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Bethan Clarke, Yo‑Chi’s campaign manager, told BBC News that “sweet treat culture is huge” and that consumers are happy to spend a little more on a personalised dessert. She added that froyo is usually lower in calories and fat than ice‑cream, though added sugars can be high, and that customisation lets customers control sugar levels.
Industry voices comment on sustainability of the trend
Vhari Russell, founder of Food Marketing Experts, said market over‑saturation contributed to the earlier decline of froyo, but nostalgia and a modern twist are now driving renewed appetite, BBC News reported. She described the £12 price point as an “affordable luxury” that does not deter most shoppers.
Ella Light, who works for Yo‑Chi, told BBC News she was surprised by the mix of patrons, noting that a group of builders arrived alongside the expected Gen Z crowd, showing the appeal extends beyond typical teenage customers.
What happens next
Yo‑Chi says it will monitor demand at the Notting Hill site and consider further expansion if queues remain strong. Market analysts expect the European froyo market to keep growing, but they warn that sustained high prices could test consumer willingness to pay for the experience.
"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,"
Kiersten Paterno, student
Questions this report answers
+How much does a frozen yoghurt tub cost in London?
BBC News reported that some frozen yoghurt tubs in London were priced at up to £12 in 2026. The price reflects the premium placed on customisable toppings and the experiential aspect of the product, which some customers consider worth the occasional expense.
+What is the size of the European frozen yoghurt market in 2026?
Market Data Forecast estimates the European frozen yoghurt market at £434 million in 2026, up from £419 million in 2025, BBC News reported. The growth indicates renewed consumer interest and supports the expansion of brands such as Yo‑Chi across the region.
+When did Yo‑Chi open its Notting Hill shop?
Yo‑Chi opened its Notting Hill branch in August 2026, according to BBC News. The launch attracted long queues and sparked media attention, highlighting the brand’s rapid rise in the London frozen yoghurt scene.
+How long did Kiersten Paterno wait for her froyo?
Kiersten Paterno, a 19‑year‑old student, waited 45 minutes in line before receiving her frozen yoghurt, BBC News reported. She said the lengthy wait was part of the appeal, as the customisation experience justified the cost for her.
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