Froyo Returns: Time to Indulge or Navigate the Sweetest Economic Crisis?

Frozen yoghurt is back, and it costs twelve quid a tub. If you are not sure whether this is a sign of economic strength or complete societal breakdown, you are not alone.

The froyo chains are multiplying across the UK like they did in 2012, when we were all convinced that self-serve yoghurt with toppings was the future. Back then it was a novelty. Now it is a £12 statement about how much money is apparently sloshing around in people’s pockets—or how badly they have misjudged their discretionary spending.

Here is what this actually tells us: either consumers have so much disposable income that they will pay premium prices for nostalgia-wrapped desserts, or inflation has quietly rebranded a £4 product as a luxury good and nobody has the energy to argue anymore. The froyo chains are betting on the first. Your bank account is probably betting on the second.

The real question is not whether froyo will stick around this time. It is whether you can afford for it to. A £12 tub is not a treat—it is a small financial decision masquerading as one. That is the kind of price point that only makes sense if you genuinely believe the good times are rolling, or if you have stopped doing the maths entirely.

So indulge if you want. But pay attention to how you feel about the price tag. That feeling—whether it is “this is fine” or “what is happening”—is probably more accurate than any economic forecast you will read this quarter.