A classic London boozer and a frozen yoghurt brand make an unlikely pairing, but that's exactly what's happening at The Hoop in Notting Hill, according to Secret London. The pub, a neighbourhood fixture near Portobello Road, has joined forces with Yo-Chi — the self-serve frozen yoghurt chain with a cult following among younger Londoners — bringing a dessert-counter energy to a traditional pub setting.
The tie-up fits the current mood on London's high streets. Pubs have been under real financial pressure, and many are reinventing themselves as all-day venues rather than evening-only drinking spots. Adding a playful food offering like soft-serve frozen yoghurt is a low-cost way to pull in a different crowd: families in the afternoon, post-work students, and weekend walkers who've come for the Portobello Market atmosphere but want somewhere to sit that isn't a ¥6 flat white.
For visitors, the appeal is location as much as the menu. Notting Hill is one of those neighbourhoods people come to wander — pastel terraces, the market, and the annual carnival crowds in August. The Hoop sits right in the middle of it, and a stop there slots naturally into a market morning. If you like your pubs old-school, the paneled interiors and proper ales still do the heavy lifting; if you're travelling with kids or anyone with a sweet tooth, the Yo-Chi angle gives you a reason to linger.
Why does a single pub story matter? Because it's a snapshot of where London hospitality is heading: fewer pubs betting everything on pints, more of them blurring categories. Expect to see more collaborations like this across the city in the next year — and the neighbourhoods that benefit most are the walkable ones, Notting Hill very much included.
Worth noting: details of the partnership (exact menu, pricing, how long it runs) weren't fully accessible in the source, so check The Hoop's social channels before making a special trip. Treat it as a bonus on a Notting Hill day out rather than the headline act.
