Bringing Icelandic Skyr to the Arizona Sun

Phoenix, Arizona – Entrepreneur Unnari Helgi Daníelsson is on a mission to introduce Icelandic skyr to residents of Arizona and beyond. With an entrepreneurial background that includes the launch of Joe & the Juice in Iceland in 2013, Daníelsson’s latest venture, Thor's Skyr, aims to bring this traditional Icelandic dairy product to the American palate.

A Vision for Expansion

Daníelsson’s journey with Thor’s Skyr began four years ago, initially focusing on retail sales. However, he soon shifted his approach to opening restaurants inspired by Icelandic heritage. The concept has already gained traction, with locations opening in Los Angeles and plans for expansion into Scottsdale and various spots around Phoenix.

“I wanted to offer a healthy, fast-food option fueled by Icelandic tradition,” said Daníelsson. This endeavor is not just about food; it's about sharing a slice of Icelandic culture with Americans who are becoming increasingly interested in authentic and healthy food options.

What is Skyr?

For those unfamiliar, skyr is a fermented milk product renowned for its high protein content and low sugar levels. Daníelsson describes skyr to locals as “basically fermented milk,” drawing a parallel to how unfamiliar deep-fried Snickers bars might be to Icelanders. He emphasizes that skyr has played a crucial role in Icelandic diets, particularly during long, cold winters.

Building Community Connections

Thor’s Skyr has quickly attracted attention from notable figures, including supermodel Barbara Palvin and actor Dylan Sprouse, who have complemented the brand's appeal. The combination of a healthy product and a unique cultural backstory resonates with customers.

“Our reception here in Arizona has been overwhelmingly positive,” Daníelsson reported. “People appreciate having something Icelandic in their communities, and they enjoy the sense of authenticity that comes with it.” Media coverage has further elevated the brand’s visibility, with segments airing on local shows like Good Morning Arizona highlighting the cafes.

Future Plans

Looking ahead, Daníelsson is keen to expand his business model. He envisions “smart refrigerators” and self-serve skyr bars in offices and public areas throughout Phoenix, which will allow customers to access healthy meal options easily. This innovative approach aligns with a goal to integrate skyr into everyday American life.

Franchising is also on the horizon, as Daníelsson believes it makes sense for the brand's growth strategy. “We're a skyr company—and we’re going to grow,” he stated confidently.

Cultural Exchange through Food

With his focus on bringing Icelandic cuisine to the American market, Unnar Helgi Daníelsson is not just establishing a business; he is fostering a cultural exchange through food. Through Thor’s Skyr, he hopes to introduce Americans to a unique component of Icelandic culture, creating a culinary bridge between the two nations, one creamy bowl at a time.

As Thor’s Skyr continues to expand across the sun-drenched southwestern U.S., the brand stands as an emblem of Icelandic innovation and resilience, poised to make a permanent mark in the American food landscape.