Americans looking to satisfy a sweet tooth without abandoning their health goals are increasingly willing to spend as much as $20 on protein-packed frozen yogurt topped with premium ingredients ranging from pistachio cream to olive oil.
Greek frozen yogurt, which generally contains more protein than regular frozen yogurt, is one variety of the dessert experiencing a surge in popularity, The Wall Street Journal reported. The newest fro-yo craze also involves upscale toppings, luxe presentations and a price tag to match.
“$20 frozen yogurt? Had to investigate,” wrote digital creator @f00dme on Instagram.
@f00dme reported going to Birdie’s frozen yogurt shop in New York City “thinking it was going to be overhyped and $20.” However, the user reported, “Mine was literally half that! BUT to be fair, once you start adding the premium toppings, I see how it gets there.”
Some of the more high-end toppings Birdie’s offers, in addition to traditional candy and cookie add-ons, include mochi bites (bite-sized Japanese rice cakes), pistachio sauce and olive oil.
“Verdict: get the froyo!” @f00dme wrote, while also advising people to go during the weekday for shorter wait times.
The elevated frozen yogurt trend is drawing long lines of people seeking “gut health, luxe vibes” and social media-worthy photos, according to the Journal.
As Gen Z reports drinking less alcohol and avoiding bars, frozen yogurt shops, with their pleasant café atmospheres, have become popular meetup spots for younger people.
Go Greek, established in 2012, proclaims on its website that it’s “more than a made-to-order and on-the-go restaurant; we’re sparking a healthy living revolution.”
The company invites customers to “indulge guilt-free with our self-serve Greek frozen yogurt bar, featuring benefits beyond traditional options and mainly sugar-free toppings.”
Mimi’s in New York City is made using Greek yogurt, milk, kefir and a small amount of cane sugar, according to the company’s website, which also promotes its locally and seasonally sourced fruit and other sustainable ingredients, including matcha and real vanilla bean.
At Culture Club in Nashville, Tennessee, customers can top their fro-yo with fruits and jams, sweets and nuts, and sauces and creams, as well as “garnishes and finishers” that include artisan honey, Maldon sea salt and rose petals.
16 Handles features 16 flavors at every shop, along with a variety of toppings, Fox News Digital previously reported.
“Our library of Artisan flavors includes better-for-you frozen yogurt, all-natural ice cream and the best vegan options on the market — like oatmilk soft serve and real fruit sorbets,” the 16 Handles website says.
Consumers looking for foods they can enjoy without the guilt is not a new concept, Maeve Webster, president of Vermont-based food and beverage consulting firm Menu Matters, previously told Fox News Digital.
Halo Top, which markets its ice cream as a “feel-good treat” with “fewer calories and less sugar than other leading brands, with a good source of protein,” was the most-searched ice cream brand in America last year, based on Google search trends.
Frozen yogurt experienced a boom in the early 2000s, Webster noted, when consumers were similarly intrigued by healthier-sounding options.
Though typically lower in fat, frozen yogurt is prone to containing high amounts of sugar. Oversaturation of shops and declining consumer trust contributed to the frozen yogurt market cooling. By 2022, it had been experiencing a long decline, Restaurant Business reported.
The global frozen yogurt market size was valued at $1.93 billion in 2025 and is projected to grow to $2.65 billion by 2034, Fox News Digital previously reported, based on data from Fortune Business Insights.
16 Handles is making its first-ever expansion into California with eight new stores planned, SupermarketGuru reported in April.
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