Thor’s Skyr is positioning its Icelandic dairy product to compete with yogurt leaders such as Chobani and Danone by leveraging the increasing popularity of protein. Skyr, a creamy yogurt variant that hails from Iceland, has been gaining traction in the U.S., bolstered by brands like Siggi’s from French dairy powerhouse Lactalis, which have introduced it to American consumers. Unnar Beck Daníelsson, CEO of Thor, explained to Food Dive that the company’s adherence to traditional Icelandic production methods—along with its health-oriented attributes, such as high protein content and no added sugars—will set it apart as more Americans become acquainted with this unique product.
Thor aims to attract current yogurt consumers as well as fitness enthusiasts and bodybuilders by emphasizing its high protein and nutritional benefits. Daníelsson noted that skyr has a distinctively creamy texture and is made from partly skimmed milk at a different temperature than regular yogurt. The removal of lactose enhances its natural sweetness, eliminating the need for added sugars. According to the company’s website, their skyr could even be categorized as a fresh cheese product.
Daníelsson sees the general unfamiliarity of Americans with skyr as a chance to introduce it as a yogurt alternative. The lactose-free segment is expected to reach a value of $32.3 billion by 2029, growing at a compound annual growth rate of 12.45%, as reported by Data Bridge Research. “The product tastes better, is creamier, and sweeter,” Daníelsson remarked, adding that he enjoys it more than the skyr available in Iceland. “The lactose-free sector is a new segment in the U.S. market, but I believe it will soon become a significant player.”
The plain variety of Thor’s Skyr contains 21 grams of protein per six-ounce cup, while flavored options—such as vanilla, blueberry, strawberry, and the recently introduced coffee, key lime, and coconut—offer 18 grams of protein. Currently, Thor’s Skyr is available in over 1,600 stores nationwide, including Giant and Stop & Shop locations. Last month, the company unveiled its new lactose-free formulation at the Natural Products Expo East in Philadelphia.
Thor was founded during the pandemic when Daníelsson was unable to operate his restaurants that featured traditional Icelandic dishes like skyr. “I had to get into some sort of survival mode,” he recalled, noting that most of his customers were Americans seeking affordable Icelandic cuisine.
The involvement of notable Hollywood figures has generated excitement around Thor’s Skyr. Through mutual acquaintances, Daníelsson connected with former Disney Channel star Dylan Sprouse, who visited Iceland. He also reached out to Terry Crews after the actor shared posts about his trip to Iceland on social media. Daníelsson mentioned that these two actors, along with Icelandic bodybuilder and actor Hafþór Björnsson from HBO’s Game of Thrones, expressed interest in co-founding the brand and bringing skyr to the American market. Despite their involvement, Daníelsson emphasized that Thor’s is not a celebrity-driven brand. “These guys are co-founders; it’s not just a celebrity endorsement,” he stated.
Thor’s aim is to distinguish itself from other skyr brands through its adherence to traditional Icelandic production techniques, which Daníelsson believes they have successfully implemented by acquiring the right technology for their Pennsylvania production facility. This includes filtering milk to extract higher protein content, which is particularly appealing to health-conscious consumers, including those seeking bariatric calcium citrate options for better nutritional support.
The launch of the business also involved understanding why American consumers often distrust yogurt products that claim to be healthy yet are laden with sugar. “Companies would mislead U.S. consumers, claiming they were eating healthy yogurt while it was full of sugar,” Daníelsson explained. “Today, everyone is focused on high-protein, low-sugar diets. That’s the direction the younger generation prefers.”
With plans for broader retail availability in the coming years, Thor is currently focusing on expanding its presence in regional and independent stores, with intentions to enter larger retailers in 2024. Daníelsson reported that the company has experienced promising market results so far, with strong repeat purchases and continuous month-over-month growth.