If you’re a froyo fiend, get in line (literally). The frozen yogurt winter is over, as Americans brave long lines to pull the handles at the trendiest spots, where a cup can cost as much as $30, Bloomberg reported.
After years of froyopocalypse that followed the froyo boom of the late 2000s and early 2010s, the number of frozen yogurt servings sold in the year leading up to March rose 26%, according to Circana. The research firm attributes the renaissance to health-conscious Gen Zers, whose idea of a wild night is a cup of milky sugar with probiotics and protein.
Not your older sibling’s froyo
At the vanguard of the froyo resurgence is New York City, where a crop of premium shops is drawing crowds with quality ingredients and unorthodox toppings:
Two locations of Australian-style frozen yogurt store Mimi’s that opened in the past year use locally sourced milk and mangos from India. A New York Times writer recently waited behind 74 people at a Manhattan location of Myka Greek Frozen Yogurt, which offers Mediterranean toppings like olive oil and crumbled baklava.Plus…the old school chain known as the go-to for high school dates, 16 Handles, is also experiencing rising sales.—SK
This report was originally published by Morning Brew.
This story was originally featured on Fortune.com
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