Arla Foods is unleashing the latest Nordic food trend this month with the introduction of the first Icelandic Skyr yoghurt into UK supermarkets.
Arla Skyr is available now in Asda stores and will roll-out to the other mults from 11 May. It had previously only been available in independent Scandinavian-themed shops.
The so-called ‘super yoghurt’, pronounced ‘Skee-er’, is a fat-free, reduced sugar and high-protein Icelandic-style yoghurt containing 30% less sugar when compared against 10 standard yoghurts on the market, said Arla.
It is available in 450g pots in three flavour variants; Simply Natural, Mixed with Strawberry, and Mixed with Honey, and in 150g pots in five flavour variants; Simply Natural, Layered with Nordic Sour Cherry, Layered with Strawberry, Layered with Apple & Lingonberry and Layered with Nordic Mixed Berries. 150g pots are priced at 85p with the 450g pots retailing at £1.69.
The launch will be backed by a £5m marketing campaign that will include sampling activity, plus TV, digital and press advertising, and follows Arla’s entry into the UK yoghurt category in January, when it introduced the quark-based Arla Protein range.
Arla Foods category director Stuart Ibberson, said the launch of the product now meant UK means consumers can now benefit from a nutritious and natural product enjoyed in Scandinavian countries for centuries.
“We feel consumers will really value its healthy and nutritional credentials,” Ibberson added. “Icelanders are known for their unique diets and healthy lifestyles and Skyr plays a central role in this.”
Entering the yoghurt category enabled Arla to “strengthen our position as the leading dairy company in the UK and customers and consumers can look forward to more big product news coming from Arla soon”, he said.