Weather 
NEW YORK — Frozen yogurt is having a resurgence across New York City, with new shops popping up throughout the area and drawing long lines as the classic treat finds new life with modern twists.
At Go Greek, a brand that has been around since 2012, the recent surge in popularity reflects changing tastes, according to head of brand Julien Borbon.
“It’s been around since 2012, so we like to see everyone’s catching up to what we’ve been doing,” Borbon said. “I think there’s a real boom because people are realizing the new trends, protein-packed, gut health, and that it’s a meal replacement more than a dessert.”
Go Greek offers a rotating menu of six flavors along with more than 20 toppings, plus smoothies and both sweet and savory bowls.
“I think the fact that our ingredients are all imported definitely sets us apart,” Borbon said. “You can taste it in the texture. It’s really creamy, it’s really rich.”
At Mimi’s, a self-serve shop, the focus is on atmosphere and variety.
“The vibe is community, good frozen yogurt, all clean ingredients, just the atmosphere where you can sit down with your friends, hang out,” employee Lexi Sealy said.
Customers can choose from a wide range of toppings, including cookie dough, cinnamon rolls and specialty sauces. “Definitely a little something for everyone,” Sealy said.
Another longtime player, Culture, has been serving frozen yogurt in the neighborhood for more than a decade. Co-owner Jenny Ammirati said the shop has built a loyal customer base over the years.
“It’s always exciting, and we’ve had loyal customers for so many years who have been coming since the day we opened,” Ammirati said. “They still come almost every day.”
Culture makes its frozen yogurt from scratch in-house using milk sourced from the Hudson Valley, without additives or pre-made mixes.
“We make all of our desserts from scratch at each location,” Ammirati said. “It’s all real.”
Newer shops are also leaning into trends, including popular flavors like pistachio at Madison Fare, as well as viral buzz on social media.
At Myka, where lines often stretch down the block, customers said the wait is part of the current frozen yogurt craze.
“It’s froyo summer, I don’t know,” one customer said.
“I feel like it’s making a comeback, and so we’ve been trying all the froyo spots around the city,” another added, noting they had waited about 40 minutes on a recent visit.
At Birdie’s, customers can pair frozen yogurt with another trending treat, a candy shop experience. Assistant manager Henry Ellis said the generous portions and toppings help set the shop apart.
“We give generous helpings, and we also pay for our toppings,” Ellis said. “You get one topping on the bottom and two toppings on top.”
The shop also offers a selection of candy sold by weight, giving customers “the best of both worlds,” he said.
After multiple stops, the takeaway is clear: frozen yogurt is back in a big way, though customers should be prepared to wait.
