How Gen Z ignited a premium protein-packed frozen yogurt resurgence

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 c...