Frozen yogurt is experiencing a renaissance, marked by long lines at popular shops, the introduction of froyo offerings by established ice cream brands, and a surge in home-prepared versions by wellness influencers. This latest wave of popularity, similar to past froyo crazes, is closely tied to the prevailing diet culture of the moment.
Unlike previous froyo trends that emphasized what the dessert lacked—namely fat and fewer calories—the current iteration highlights its perceived beneficial ingredients, such as probiotics and protein. Brands like Mythos Greek Frozen Yogurt promote their products for supporting gut health and overall wellness, touting probiotics, prebiotics, and enzymes. This approach aligns with a contemporary wellness culture that, on the surface, emphasizes adding beneficial elements rather than strict deprivation. However, according to trend forecaster Liz Moskow, the underlying motivation remains a desire for thinness, though it is expressed with less explicit language.
Moskow, a principal at consultancy Bread and Circus, notes that buzzwords in the wellness sphere such as longevity, gut health, and high protein all point back to yogurt. She characterizes frozen yogurt as a "permissible indulgent way to get more protein in a dessert moment."
The first major frozen yogurt craze occurred in the 1980s, coinciding with a national focus on health and exercise. During this era, popularized by figures like Jane Fonda and Richard Simmons, frozen yogurt was marketed as a guilt-free alternative to ice cream. TCBY (The Country's Best Yogurt) was a prominent brand during this period. This wave subsided as the low-fat diet trend waned and consumers began prioritizing overall calorie counts over fat content. Moskow explained that reducing fat often requires adding sugar for flavor, which diminished froyo's healthy halo.
A second emergence in the 2000s and early 2010s saw frozen yogurt rebranded with a "tart" flavor profile, positioning it as a healthier, less sweet option than ice cream. Self-serve shops with extensive topping bars, like Pinkberry and Menchie's, became popular. This trend faded as sugar began to be vilified.
Frozen yogurt has also had a notable presence in pop culture, appearing in episodes of "Seinfeld" (where a non-fat yogurt shop's popularity collapses when its product is revealed to be full of fat), "Sex and the City" (featuring a character's indulgence in Tasti D-Lite), "Nathan For You" (a satirical take on saving a struggling yogurt shop), and "Broad City" (a parody of self-serve froyo chains).
The current froyo trend coincides with a heightened cultural focus on GLP-1 medications, protein intake, and gut health. Establishments like Culture An American Yogurt Company market their probiotics, citing sources such as the World Health Organization and Harvard Medical School, and detailing specific bacterial strains. Toppings such as fresh fruit, manuka honey, and organic dates further contribute to a perception of healthiness, described by Moskow as "better for you, and even a little more posh."
While probiotics are beneficial, the actual impact of occasional froyo consumption on the microbiome is not definitively established. Lawsuits, such as one against the soda brand Poppi, have questioned the direct health benefits of certain marketed products. Similarly, evidence for the efficacy of ingested collagen for skin, hair, and nail health remains inconclusive, according to a 2023 Harvard Health blog post.
Mikala Jamison, author of the Body Type newsletter, suggests that the emphasis on hair, skin, and nails is a more palatable way to frame health consciousness than admitting a desire for weight loss, especially within current wellness trends like "clean living." The term "clean" itself lacks a concrete definition in the food industry, often relying on subjective associations. Brands like Mimi's Frozen Yogurt describe themselves as "Clean & Natural," while others, like Myka, frame their product as a lifestyle choice emphasizing simplicity and natural beauty. Some froyo establishments have even aligned themselves with events and brands associated with health and aesthetics, such as a Porsche & Pilates event or collaborations with beauty companies.
Jamison coined the term "luxe lean" to describe the current cultural ideal: a lean physique that suggests casual fitness, paired with markers of wealth and status like expensive workout attire and manicured appearances. This aesthetic communicates an effortless, yet costly, pursuit of physical perfection. The current trend, Jamison notes, exists amidst a complex landscape influenced by the body positivity movement, a concurrent push for extreme thinness, and the widespread impact of GLP-1 medications, leaving many individuals navigating the desire to lose weight without explicitly stating it.
Ultimately, the current frozen yogurt trend, like its predecessors, promises "wellness" while subtly reflecting underlying societal pressures. Moskow anticipates that the trend, like past froyo resurgences, will likely ebb and flow, especially as research on other treats, such as ice cream, potentially reveals their own health benefits. She suggests that the current moment may represent a peak for frozen yogurt's popularity.