Froyo Is Back in the UK, Which Says Something About Trend Cycles
Frozen yoghurt was a huge craze in the 2000s and 2010s. Now, the BBC reports, it has made its return, with multiple chains popping up across the wider UK.
Trend cycles rarely resurrect a thing so much as the memory of it. A second act for a dessert works best when the market has forgotten enough to be surprised again — which is why a revival arrives as new chains rather than a new recipe.
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The product didn't change; the audience might have. Some of the people buying tubs this time may never have queued for one the first time around, which makes it less a comeback than a debut.
A comeback is also a confession that nobody has thought of the next thing. Reviving a category is cheaper than inventing one, and the tell is that we're calling it a return at all.