On August 20, a two-hour queue snaked through Notting Hill as Australian frozen yoghurt brand Yo-Chi opened its first UK store, drawing crowds who dubbed it the 'best thing to happen since One Direction'. Onlookers claimed the line nearly reached High Street Kensington, signalling the brand's viral impact on London's dessert scene.
Yo-Chi's Largest Branch Yet
The London store spans 2,000 square feet across two floors, seating 120 customers, making it the brand's biggest branch to date. It features self-serve frozen yoghurt machines with nine flavours, including matcha and salted butterscotch, plus 30 topping options. The venue also boasts a DJ booth and a disco ball, with co-owner Oliver Allis noting that in Australia it has 'become like the new club', guarded by bouncers on Friday and Saturday nights.
Allis, who also serves as chief brand officer, highlighted the Australian hospitality at the heart of Yo-Chi. 'When you come here you're getting genuine welcomes and staff asking “how are you going?”' he said. 'It's a beautiful venue made for all ages. You can come here up until 11 or 12 o'clock at night and enjoy a Yo-Chi.'
Fan Hype and Nostalgia Marketing
Fans have taken to social media to express their excitement. Lucy Sedgwick, a TikTok user, explained the brand's significance: 'People that have never lived or been to Australia probably do not understand the magnitude of Yo-Chi opening in this country. Yo-Chi is the single greatest export of that nation.' She described the extensive topping options, including sweets, chocolate, fruit, nuts, seeds, and crumble, plus a hot plate with warm cookies, brownies, and warm sauce to drizzle over the creation.
The store has been gushed over by influencers like Sophia Tuxford and Cinzia Baylis-Zullo from The Girls Bathroom podcast. Fans online shared plans to travel from Devon and Essex just to try the brand, highlighting its draw beyond London.
Fro-Yo Comeback Driven by Nostalgia
Vhari Russell, founder of The Food Marketing Experts, attributes the frozen yoghurt comeback to nostalgia. 'There's definitely a strong 00s/2010s throwback flavour to the fro-yo resurgence; it was everywhere a decade ago, riding the same wave as juice cleanses and “frozen yoghurt is healthier than ice cream” messaging,' she said. 'Chains like Pinkberry and Yog defined a whole era of self-serve, pay-by-weight dessert bars, and for a while it felt like every UK high street had one.'
Russell added that US and Australian brands entering the UK are deliberately leaning into nostalgia marketing, targeting consumers in their late 20s and 30s who remember the first wave, plus a younger cohort discovering it via TikTok. 'It's dessert as entertainment rather than a lighter alternative to ice cream, which feels like a much more honest pitch anyway,' she concluded.
For those trying the store, a sample of three scoops—matcha with strawberries, chocolate soil, and pistachio kataifi spread—cost £7.20, with prices varying by weight. Co-founder Allis recommends açaí with 'signature tart' yoghurt, topped with oat and cinnamon crumble, biscoff, fresh strawberries, fresh blueberries, and chocolate chunk cookie cake. The yoghurt is made from Australian cow's milk, giving it a tangy rather than overly sweet taste.
