Viking Invasion: Icelandic Strongman Hafþór Björnsson And Dylan Sprouse Backed Thor’s Skyr Promises More Protein And Less Sugar

U.S. customers’ climbing curiosity in skyr, an Icelandic yogurt that delivers more protein utilizing 4 occasions the quantity of dairy than conventional yogurt, bodes effectively for Thor’s Skyr, the most recent model cofounded by Icelandic strongman Hafþór Björnsson, actor Dylan Sprouse, and restaurant trade veteran Unnar Danielsson.

Yogurt gross sales within the U.S. have been comparatively flat over the previous decade, the most recent Statista data confirmed, anticipated to extend barely to $7.24 billion. However skyr has carved out a candy spot within the more and more aggressive market, outgrowing a number of subcategories akin to Greek yogurt, in response to Nielsen.

Whereas earlier skyr manufacturers, together with Siggi’s and Icelandic Provisions, are already on quick progress trajectory with the previous acquired by the world’s largest dairy firm Lactalis in 2018 after reportedly reaching $200 million in gross sales, Thor’s Skyr guarantees greater protein, much less added sugar, and low lactose.

American vacationers’ frequent request for the standard Icelandic dairy delight at Danielsson’ earlier restaurant in Reykjavik, which was compelled to close completely throughout COVID, makes launching Thor’s Skyr within the U.S. a no brainer. The product at present is available in unique, vanilla, blueberry, and strawberry flavors.

Danielsson initially partnered with Sprouse, who he recalled so obsessive about Icelandic tradition that even tried to make skyr in his personal kitchen, earlier than onboarding long-term pal Björnsson as their third cofounder — the corporate shares are equally divided among the many trio.

“Dylan is a bit ‘Iceland loopy,’ and he’s most likely the one Disney star who actively follows Ásatrú, the standard Nordic faith of Thor, Odin, and the opposite Nordic gods,” Danielsson jokingly stated. “Hafþór and I used to work collectively within the nightlife trade a few years in the past. It’s bizarre that we have now all these world-class strongmen in Iceland consuming a great deal of skyr every single day to bulk up, however none of them signify a skyr model.”

For Björnsson himself, being a model ambassador for Thor’s Skyr is private, and he plans to leverage his huge fan base to launch the product on a social platform referred to as Thor’s Academy. Björnsson stated: “I signify the true outcomes of skyr. Thor’s Skyr from the start was about bringing greater than a tasty deal with; it’s a couple of way of life of well being and health.”

To create the nutrient-dense product that incorporates 17 grams of protein and one gram of added sugar per cup, the staff signed up with Reykjavik Creamery, a dairy co-manufacturer in Pennsylvania operated by a fellow Icelandic Gunnar Birgisson, whose household traces their connection to skyr again to 1647. 

The 13,000-square-foot gluten-free plant, geared up with further storage and transport capabilities, at present runs in two shifts, processing round 100,000 gallons of milk per week all sourced from native dairy farms throughout the state, in response to Danielsson. Its Tetra Pak ultrafiltration system developed in Iceland additionally helps scale back lactose content material by half.

The scale of the ability is predicted to greater than double by 2022 to assist Thor’s Skyr’s fast growth because it’s already obtainable at 500 totally different regional retailers that cowl the vast majority of the U.S., together with Large and Earth Fare, with pending partnerships with a number of nationwide retail chains.

“Our purpose is to be in 10,000 shops subsequent 12 months, and we imagine our model can assist develop skyr’s share among the many total yogurt market considerably,” Danielsson stated, noting how Thor’s Skyr additionally has the potential to enter adjoining snacking classes akin to dietary bars — a mannequin that has confirmed profitable for a lot of skyr companies in Iceland.

The rising presence of skyr can be a great signal for a lot of U.S. dairy farmers who really feel more and more threatened by the plant-based motion and rising operation prices, Danielsson believes, coupled with the latest milk worth rebound.

The common of inflation adjusted milk prices have elevated to $3.32 per gallon in 2020 after dropping under $3 for the primary time in 2018 since 2004, in response to U.S. Bureau of Labor Statistics.

“Skyr is greater than a breakfast meals or one thing for a packed lunch,” stated Danielsson. “We’re hoping to maneuver into the snacks market to create one thing individuals can simply seize and be ok with.”