Once a booming trend that faced a significant downturn, frozen yogurt is now experiencing a remarkable comeback, spearheaded by chains like 16 Handles. This revival is driven by a blend of nostalgia, especially among younger generations, and a new wave of entrepreneurial spirit. Despite past challenges, including oversaturation and high pricing, industry leaders are optimistic about repositioning frozen yogurt as a beloved and profitable dessert option, signaling a sweet resurgence in the market.

Frozen Delights: A New Era Dawns for 16 Handles

On a bright and bustling day in August 2025, the grand opening of 16 Handles in Cobble Hill, Brooklyn, marked a pivotal moment in the revitalized frozen yogurt scene. Among the eager crowd was 18-year-old Noah Kueny-Lichtman, who secured the last free treat, a vibrant concoction of cookie dough and peanut butter cup yogurt, adorned with brownie bites, Oreos, and hot fudge. For Kueny-Lichtman, heading to Tulane for finance and classics, this visit stirred a delightful sense of nostalgia, recalling childhood memories at a now-closed 16 Handles location.

This nostalgic appeal is a cornerstone of the strategy championed by Neil Hershman, the dynamic 30-year-old CEO of 16 Handles. Hershman, who acquired the chain in 2022, envisions a future where frozen yogurt transcends its past challenges and recaptures its former glory. He passionately argues that the public's affection for frozen yogurt never truly waned, attributing the previous industry slowdown to mismanagement rather than a lack of demand. With ambitious plans to open over 200 new stores across the United States in the coming years, predominantly in suburban Florida, Texas, and the Carolinas, Hershman is confident in 16 Handles' profitability and potential for substantial growth.

The burgeoning interest in frozen yogurt is not confined to 16 Handles alone. Media reports in May highlighted a growing enthusiasm for small uptown shops in Manhattan, with a new buzzy frozen yogurt store, Mimi’s, set to launch in SoHo. Social media platforms are abuzz with users expressing cravings for what some affectionately term “Obama-era froyo,” indicating a broad-based desire for the dessert.

The original frozen yogurt boom, which saw 16 Handles established in the East Village in 2008 by founder Solomon Choi, was characterized by low startup costs and minimal staffing needs due to self-service models. However, rapid oversaturation and a perceived imbalance in value led to a significant contraction, with frozen yogurt servings down 28% in 2025 compared to 2017, and a 35% decline in store numbers from 2017 to 2024, as per Circana data.

Despite this turbulent history, Hershman's entrepreneurial journey is a testament to his belief in the industry. Starting as a franchisee in 2019 after a stint in hedge funds and a side venture, he seized the opportunity to acquire a 16 Handles store, navigating the challenges of long hours and the unforeseen COVID-19 pandemic. His strategic renegotiation of leases during lockdowns expanded his portfolio, making him the chain's largest franchisee. His partnership with YouTuber Danny Duncan, who became a co-owner in 2022, further amplifies 16 Handles' reach, particularly among a younger, digital-native audience. Duncan, known for his “Virginity Rocks” merchandise, leverages his significant online presence to organically promote the brand, embodying the modern approach Hershman champions.

Hershman’s vision extends beyond mere expansion; he aims to cultivate an atmosphere at 16 Handles that is both family-friendly and appealing to a sophisticated, date-night crowd. He is acutely aware of the "ick factor" that plagued past self-serve frozen yogurt establishments, emphasizing meticulous cleanliness to ensure a pleasant customer experience. By subtly dimming lights and curating a more "clubby" vibe in the evenings, he aspires to make 16 Handles a desirable destination for all ages, promoting a cool, lasting trend rather than a fleeting craze. His ultimate goal is to transform 16 Handles into a household name, demonstrating that success, even in the frozen yogurt industry, can be measured in billions.

The narrative of 16 Handles’ resurgence offers a compelling lesson in strategic rebranding and market adaptation. It illustrates how a business, even one with a checkered past, can be revitalized through visionary leadership, a deep understanding of consumer sentiment, and a willingness to innovate. Neil Hershman's aggressive expansion plans and his commitment to a refreshed brand image highlight the importance of adapting to changing market dynamics and consumer preferences. His efforts to elevate frozen yogurt from a casual, often messy, indulgence to a clean, chic, and profitable enterprise serve as a blueprint for other industries looking to reclaim their former glory. This story reminds us that with the right blend of nostalgia and forward-thinking ambition, even a seemingly simple treat like frozen yogurt can achieve monumental success, defying past perceptions and securing a sweet future.