What moved (Oct '25 – Sep '26)
| Metric | Oct 2025 → Sep 2026 | Change |
|---|---|---|
| Awareness | 29% → 39% | +10pp |
| Consideration | 21% → 28% | +7pp |
| Claimed Usage | 15% → 21% | +6pp |
What's behind the growth
Yo-Chi's brand push has run on four key fronts: a new brand positioning, youth partnerships, store growth and product collaborations. In March 2025 it hired agency Born to create its brand story and strategy. The new positioning was unveiled in October 2025. Born co-founder David Coupland explained it this way: "So we positioned them as The Positive Action Company. A company that doesn't just sell frozen yoghurt, but inspires its communities to do one good thing after another."
In early 2026 it teamed up with the Victorian Government's Department of Transport and Planning on my-Chi Monday. Under-18s got 20% off on Mondays when they showed a Youth myki card. The eight-week campaign included out-of-home placements such as bus and tram wraps and billboards. Brand Director Oliver Allis said it gave "young people a fun reason to build a new ritual".
The store network continues to grow, with more than 75 locations across Australia. Collaborations followed. In March 2026 it launched a collaboration with The Cookie Box, making about a tonne of mini cookies for 11 Victorian stores. From 10 September 2026 it has offered Funday Natural Sweets gummies, shaped like its bear, as a topping at venues across Australia.
Finally, it has gone overseas. In August 2026 it opened its first UK and European venue in Notting Hill. Forbes describes it as the largest Yo-Chi has built anywhere. Allis said, "We knew we had to do this properly – not just open a venue, but bring Yo-Chi to the UK in a way that felt true to the brand and the people who had been asking for it."
