Whole Story

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Siggi's Skyr Going Nationwide

Siggi\ I get to see a lot of cool products in my job. One of the coolest products we are currently carrying at Whole Foods Market is Siggi's Skyr. Not only is it a great yogurt but the back story is awesome. Skyr is Icelandic-style yogurt, a traditional delicacy that is thicker and higher in protein than most yogurts. It is made from skim milk and has almost no fat. Think Greek yogurt that has adapted to survive harsh arctic winters … hardier and refreshingly sour, with 16 grams of protein, zero saturated fat and just 120 calories per 6 oz serving. Siggi Hilmarsson grew up in Iceland and was homesick one holiday season a few years ago. He had grown up hearing about his grandmother's skyr and decided to try his hand at making some of his own. In 2006, he started selling his own brand of skyr. I first heard about Siggi's skyr when I was the grocery coordinator in the Northeast region and a frequent visitor to the downtown NYC farmer's markets and cheese shops, where Siggi had premiered his creation. It soon ended up on my desk during a new item meeting with one of our dairy distributors. I loved the hand labeled package, the simple list of ingredients, including the agave nectar used for sweetness, and that he used five distinct bacterial cultures. Carrying his product was a no-brainer, but Siggi did not yet have capacity to supply us, so we had to wait. SiggiIn the meantime, Siggi partnered with some dairy farmers in upstate New York to produce more skyr. Upstate New York is a legendary region for milk products, with a true sense of terroir and a history of sustainable dairy production that goes back to the colonial era. Siggi was able to find some like-minded farmers whose hormone- and antibiotic-free milk would be ideal for such an artisanal product. Consistent with his locavore and eco-friendly tendencies, Siggi also started using yogurt cups with 50% less plastic, packed in a recyclable cardboard sleeve. Once Siggi was ready, we decided to launch his products in several dozen stores on the east coast. The response was overwhelming and Siggi had a hard time keeping up with demand. In fact, he had to build a whole new production line to supply our skyr-hungry customers! Despite sporadic supply issues, sales were huge and the legend of Siggi's Skyr spread westward. Our regional buyers have a lot of autonomy in selecting what goes on our shelves, and they keep an eye on what's moving in other parts of the country. When they spot a hit, they work to pick it up and bring it to their customer base. And that's what has happened with Siggi's Skyr. And so, starting this month, Siggi's Skyr will be available in most Whole Foods Markets nationwide, in six fantastic flavors and two convenient sizes. From a downtown farmer's market to national distribution, Siggi's is a real life example of how Whole Foods Market and our great producers are working together to bring the best stuff to our customers.

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59 comments

Comments

Dee says …

Yea!!!! I live in CA but have travelled the country looking for Skyrr in Whole Foods stores! Thanks!

Bob says …

In order to produce enough for nationwide distribution, I wonder if Siggi makes his own skyr or is he having some larger corporation make it for him now? Anyone know?

Christine says …

I live in LA but have been lucky enough to try Siggi's Skyr. He brought samples to a mutual friend's house while in town a few years ago. Good stuff, and I look forward to being a paying customer!

Ellen says …

Thank you Whole Foods! I just read about Skyr today (on the Weight Watchers web site) and jumped to the Whole Foods site to see if you had it. I'm going to check out the Jacksonville FL store today and request it if I can't find it. I'm on a regimen of killer antibiotics for an infection and need all the bacteria I can get - and tasty, if you please. Can't wait to try Skyr.

Anna says …

Siggi's skyr has only been available for three weeks in LA but I've already bought dozens of cups. It's such a perfect morning snack for work. It also goes perfectly with the WF granola.

Caroline says …

I just got back from Iceland a couple days ago and I fell in love with Skyrr. I had no idea about the nutritional contents, so it's a plus to find out it's good for you! Upon my return to the states, I made my first trip to the market (Whole Foods, in San Francisco) and to my delight, a product tagged as "new" in the dairy section was Siggi Skyr!!! Skyr is about $0.70 in Iceland, vs. the $2.25 (ish) in Whole Foods, but it's worth it to have that in the states! It's slightly different in taste from what you find in Iceland, but still different from other yogurts.

Brian says …

How about carrying Taro Yogurberry? It's been super popular here in the South.

Stella says …

I am originally from Iceland and request Skyrr from every relative that comes and visits and live on it when I go there. I am the most excited person on Earth right now!!

laura says …

does it have gelatin as an ingredient? Gelatin = ewww.

Gesine says …

I love this new yoghurt product! It reminds me to a kind of Quark which is a speciality product of Germany, my homecountry.

says …

@laura Nope, there is no gelatin in this product!

Rachael says …

I love Siggi's! It's thick and filling and goes perfectly with my morning granola! Delicious! Best yogurt I've had yet!

jessica says …

i LOVE siggi's!!!! i buy a new yogurt-type product just about everytime i'm at the grocery--always seeking that perfect one. this has become IT! thanks for carrying siggi's in atlanta.

Astrid Harrisson says …

I have just returned from Iceland where the day was not complete without a pot or two of Skyr yoghurt. Sadly I visited Kensington's (London) Whole Foods Store yesterday to find the Skyr I was told it sold...only I was informed it was no longer stocked! Please bring Skyr back to London - I have already spread the word!

Greg says …

Having just returned from Iceland a couple days ago we made a trip to Whole Foods to get Skyr, which of course we loved in Iceland. However, this is not the same as in Iceland, it is dramatically different. We couldn't get enough of this delicious stuff in Iceland, but we could barely stomach the putrid version we got from Whole Foods. Heck...it is as bad as hakarl!

Rachel says …

Saw this on WF Twitter...I must say I have never heard of Icelandic yogurt before, but now my fingers are itching to snatch the car keys and go to the nearest Whole Foods! You had me at "Think Greek yogurt that has adapted to survive harsh arctic winters…"

Colorado Tom says …

Delighted to read this. I've visited Iceland and have been very disapointed that I cannot find Skyr here. I'll be heading back to our local Whole Foods promptly to see if they have any (and to ask for it if they don't).

Janet says …

I have tried about every yogurt I could get except this one. I look forward to trying it.

Victoria says …

Ever since I saw the Iceland episode of Bizarre Foods, I've wanted to try skyr. Contrary to what everyone seems to be saying, skyr is closer to cheese than to yogurt, but no matter. A couple of weeks ago, I finally ran across Siggi's and had to try it. Unfortunately, the only available flavor was ginger orange. I have to say, the texture seemed to be grainier than yogurt, and it wasn't as pleasurable to the palette to me as Greek yogurt. Maybe it was just the flavor, a little too tart for me. Regardless, I'm willing to give the brand the benefit of the doubt and try another flavor, preferably plain, with perhaps some tupelo honey. On a scale of 1 to 5 I give it a 3.5.

Vicki says …

YEAH - we fell in love with Iceland and became addicted to Skyr while over there this summer - living here in Florida we were told no Skyr - but thanks to Whole Foods - we get to indulge our addiction. If you have not tried it - it is a must. Blows Greek Yogurt out of the water!

Rebecca says …

Discovered Siggi's at our Raleigh WFs after returning from Iceland back in the winter. Not only does it taste better than the skyr I had in Iceland, but for me as a diabetic a good option since it is not full of sugar and sweetened with agave nectar. Orange-Ginger is my favorite, but the Grapefruit is a close second.

valerief says …

OMG! I am so glad theres is a store that Carries SKYR!!!! I live in central valley california, and the nearest Whole Foods Market is about an hour away and I am driving there after THanksgiving! WHoo HOOOOoooo! I am going to buy two dozen if there is enough in stock.LOL I first heard about SKyr on Andrew Zimmers Bizzare Foods, and it looked so GOOD! THen a lady I saw on the DR. OZ show yesterday said she eats it every morning for breakfast along with other healthiful foods and lost 100 lbs easily. NOt only does Skyr taste good , its healthy for you! I just wish there was a store closer to me. Im going to have to bring an ice chest to keep it cool.

Kristen says …

I love this stuff! So good and unique. Thank you!

Jackie says …

I _love_ Skyr yogurt - I just bought it last week for the first time. Its like greek yogurt but much better. It is thick and creamy and comes in great flavors. My favorites are orange and ginger, and grapefruit. I've been looking for orange yogurt for the longest time and both the above flavors satisfy my cravings. Yeah - go wholefoods.

Regie says …

Just bought Siggi's Vanilla and Plan Skyr and I am now a skyr addict! I love the sour tang. Who would think these products are fat free, amazingly good stuff!

meera says …

Had orange & ginger siggi's for lunch today.. yum. No animal rennet, no gelatin, less sugar, more protein, no fat..hey what else could i ask for!

Marie says …

Just tried Siggi's Skyr two days ago. Loved the Vanilla so much, I trekked 30 minutes back to Whole Foods to get some more. I do not agree that it's more like a cheese, but no matter, the thick, practically sliceable texture is phenomenal! American tastes may need to adjust, as we are so used to excess sweetener added to everything. If you find many yogurts to be too sicky sweet, you'll love this stuff. I found the flavor to be excellent - tangy and clean. This is going to become a daily staple for many of us, especially those who need to keep the sugar to a minimum. Note to Whole Foods in Roseville, CA, please stock more! Thank you, Whole Foods, Iceland and Siggi!

Artemis says …

I was so excited that Skyr was available at Whole Foods, as I have been longing for it ever since I went to Iceland and got hooked on this delicious treat. However, I was very disappointed when I brought home four different Siggi's Skyr flavors. The first one was absolutely awful - I looked and the expiration date was close but not past. The other three had much later expiration dates, but one was just tolerable, not that good and more chalky / less creamy than the Skyr we had in Iceland, and the other two were runny and horrible. I don't know if this was just a bad bunch of batches, but I am very sad that my experience of this product was much lower in quality than the Skyr I fell in love with in Iceland. I really wanted to love it, too, since I grew up in Upstate New York and was inspired by Siggi's story.

Christine Vitolo says …

Can you bring, import, authentic Iceland manufactured Skyr to Whole Foods? Siggi's may be a good product but it is not the real thing. Thank you.

Jennifer Livingston says …

Siggi's definitely cannot compair to true Icelandic skyr. Siggi's may have a cool rustic earthy look to it, but it tastes aweful. It doesn't even come with a spoon!

Ashley says …

I was wondering if this truly tastes anything like what is sold in Iceland. We lived there for 3 years and loved skyr, however, I find it hard to believe that this stuff will taste the same since it is produced from cows in the U.S. It doesn't matter if the cows are fed naturally or organic and no hormones,--- the cows in Iceland are a different breed that have stayed the same over the course of centuries with no breeding from the outside. Therefore, Iceland's dairy products are a rare find. Is there any true Icelander out there that has tried this stuff and approves? I am currently looking for a place that sells skyr near where I live.

Alex says …

Very disappointed. Whole Foods used to carry the actual Icelandic Skyr but this is not as good.

paig292 says …

@CD Here's a link to Siggi's website where they list their products and the ingredient panel: http://skyr.com/products.html and here's a page where they talk about the process of making skyr. If you need more info, your best bet is to contact them directly through the "contact" tab on their website. Thanks.

CD says …

could you guys please find out if there's any powdered milk in siggi's[p.m. is often in skim milk, and is junky,carcinogenic] p.m. is used in a lot of dairy products,yogurts! [similar to: straus' quark>too tart--esp. for the price[andronico's $].] given what we can get at stores, i'd buy this--esp. on sale.[IF no p.m.] but wish it were made w/raw org. grass-fed milk w/the fat. & nearer to us--somebody in CA should make some at decent price[ridiculous to ship yogurts...all the way from east coast--much tastier, healthier if fresher!]

Carol says …

This yogurt is super delicious. I could eat it all day, the pomegranate is the best. Siggi's is better than Fage and Oikos. It is creamy and tangy, I am addicted to it. I feel so lucky since WholeFoods is opening a market like 5 minutes away from my house...Hooray!!!

Amanda says …

This is seriously the BEST greek yogurt I have tried, and I have tried over 4 brands/varieties. Highly recommend!

Mabel says …

Siggi's skyr is inferior compared to skyr.is. Siggi's tastes sour, chalky and somewhat turned, and the flavours don't work well at all. I disagree with the comments that say Siggi's tastes almost as bad as hakarl...it tastes worse.

Ryan says …

I find a spore of MOLD in about 1 out of every 5 cups of Siggi's. Sometimes you can scrape it away and eat the remainder, but sometimes it completely destroys the taste. They need to figure this out - I'm switching back to Greek yogurt for the time being.

Jackie says …

I just heard them discussing Skyr on Andrew Zimmerman's Bizzare Foods, and wanted to try it. I'm glad to hear it will be available nationally soon!

Shelley says …

Mold--I have had the same experience with finding mold in many containers, days before the expiration date. No more Siggi's for me until they come up with better packaging. I love the taste and texture though.

julie backer says …

MOLD! I love your yogurt but every container i open has a SPORE OF MOLD! it is so expensive that i scrape it off and eat it anyways, but now i think i have to find and new brand..Im crushed. I by them at target and they are always under the "eat by" date. Does this happen to anyone else? Im so sad and dissapointed.

says …

@David Have you reached out to your community Whole Foods Market to see if they are offering this product? You can identify you community Connecticut store with the following link. A Team Member there will be happy to chat with you and if the store does not offer this product they may even be willing to special order it for you. www.wholefoodsmarket.com/stores

David says …

where do you buy it in connecticut, nobody knows.

Sharon says …

I bought siggi's at target last night and I was excited to enjoy it today. The expiration date is Aug 17 and I found mold. Not so enjoyable...

Eileen says …

where can i buy Siggi's plain fat free skyr yogurt in Southern New Jersey?

Nikki - Community Moderator says …

@EILEEN - Our products vary between store locations and regions so I would encourage you to reach out to a store close to you to check. You can find their contact info at http://www.wholefoodsmarket.com/stores/list.

Chad Gardiner says …

I need to find the closest location in London, Ont. Canada. Web site says I need to cross the border into USA , but not sure if I can bring dairy across border.

Cheryl says …

This is the BEST yogurt I have ever tasted Kudo's to your company Hope to see coupon's coming down the road Wow only bought 2 today Little pricey for me but They say good things come in small packages---who ever made that quote-----certainly goes for this yogurt WOW THIS IS THE BEST Keep up the good work------Can't wait to try the other flavor tomorrow Acai berry

Beverly Mc Guigan says …

OMG!!!! The greatest yogurt I have ever tasted like no other one problem only one store carries it & is fifteen miles one way. Oh well it is what it is!!!! I will continue to travel to get my favorite vanilla Siggi's. I LOVE the guy who gave the US SIGGI'S .

Peter says …

Fabulous product.

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