There’s a growing sentiment that frozen yogurt, that soft serve-adjacent, diet-trendy dessert staple from a generation ago, is once again “back” — though it’s easy to argue that, in California at least, it never really went away. Sure, the world is a far cry from national chain TCBY’s heyday in the 1980s and 1990s, but places like the Bigg Chill in Los Angeles have quietly been serving frozen yogurt to long lines of customers for decades. And let’s not forget the tart Pinkberry craze that sprang out of Los Angeles in the late aughts.

Perhaps it’s as the New Yorker recently headlined a clever column by Helen Rosner: “Every generation gets the fro-yo it deserves.”

The interior of Go Greek Yogurt in Santa Monica, Calif.

For Southern California and beyond, the frozen yogurt we deserve in 2026 is apparently from Go Greek Yogurt, which launched 14 years ago in Beverly Hills and quickly attracted celebrity fans like Kim Kardashian and Jennifer Aniston. These days, the self-serve frozen yogurt bar, known for its ultra-tart plain flavor and for exclusively using European ingredients, suddenly seems to be everywhere. 

Article continues below this ad

Founded by husband-and-wife duo David and Tanja Subotic and partner Jonathan Williams as a way to bring an authentic taste of Mediterranean yogurt to the United States, Go........

© SFGate