Frozen yogurt is enjoying a resurgence in the United States as health-conscious consumers seek desserts that align with growing interest in protein intake and gut health, with some willing to pay up to $20 for a serving topped with premium ingredients such as pistachio cream or olive oil. The trend reflects a broader shift in the treat's positioning, from a simple frozen dessert to a functional food marketed for its nutritional benefits, echoing wider consumer appetite for indulgences that feel less guilty.

Modern Greek frozen yogurt is being promoted for offering probiotics, higher protein content and fewer calories than traditional ice cream, making it appeal to gut-health-conscious shoppers. Chains such as 16 Handles, whose chief executive Neil Hershman discussed the boom, operate self-serve models offering 16 flavours and around 50 toppings, and have introduced new kefir soft-serve options to meet rising demand and drive customers to queue for the product.