Restaurant and film-industry veteran Unnar Helgi Danielsson talks to Mainebiz about the inspiration behind a new brand of healthy food called Thor’s Skyr.
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Restaurant and film-industry veteran Unnar Helgi Danielsson recently moved from Reykjavik, Iceland, to Portland to start Thor’s Skyr with Hafþór Björnsson, a professional Icelandic strongman and actor who played Gregor “The Mountain” Clegane in the HBO series “Game of Thrones,” and American actor Dylan Sprouse. Mainebiz caught up with Danielsson at the New England Ocean Cluster Hús on Portland’s waterfront, where he has an office.
Mainebiz: What brought you to Maine?
Unnar Helgi Danielsson: First of all, I used to serve food from Maine at my restaurant in Reykjavík — I loved all these folks very much, got two governors tipsy in my bar and found out all Americans are in love with Maine. But mostly friends and connections.
MB: Why did you switch your plans from opening a restaurant here to starting Thor’s Skyr?
UHD: I haven’t given up on starting a restaurant, but that’s in the future. I guess I wanted to bring something to the U.S. that everyone could have in their homes; it’s a staple of life in Iceland, and I would be proud to see Thor’s Skyr in every refrigerator in America.
MB: Where does the recipe for your product come from?
UHD: The recipe is over 1,000 years old. Skyr is milk and bacterial culture. Fermented foods are having a bit of a moment these days. We use the same ultra-filtration system to make skyr in the U.S. as they do in Iceland. It takes four cups of milk to produce one cup of skyr, so it’s nutrient-dense. You can tell it was invented by people in the subarctic trying to survive and thrive.
MB: How do the three business partners in this venture complement each other?
UHD: Hafþór knows fitness and nutritional marketing. Dylan is a savvy entrepreneur and loves skyr. I know skyr and I know quality. At the end of the day, I have to impress both of them and all our customers.
MB: How are you financing the business so far?
UHD: We have been raising mostly through family and friends so far, with me sleeping on sofas and tents — the real deal. Our acting CEO [Jon Ferrier, a U.K.-based energy-industry veteran] had been a hero with the business and believed in the project from Day One. We’ll see what we look for as we expand more and more. We went from samples to 350 locations within eight months. I am excited to see what the next six months brings, but we are raising funds in larger rounds and in discussions with some large, respected consumer funds right now.
MB: How do you set yourself apart from yogurt producers as well as competitors in the fast-growing skyr category?
UHD: We have more protein and less sugar. We’re not a dessert or a “skip-day” treat. Thor’s Sky is about choosing to be healthier. But marketing aside, taste it — we have the quality.
MB: Who’s your target consumer?
UHD: Skyr is for everyone — families, fitness freaks and couch potatoes. Our target audience is anyone who wants to increase their protein intake and improve gut health; if you’re looking for a sugar rush, buy the other guys.
MB: Where are you producing Thor’s Skyr, and how many employees are involved?
UHD: We produce Thor’s Skyr in Pennsylvania, and the production team is always growing. The creamery is the only one in America that can meet our standards, and that’s why we choose to work with them, they can be up to 20 people working.
MB: What if anything would prompt you to move production to Maine?
UHD: We are taking the baby steps now. Our first step is to get more ingredients involved with the product such as Maine berries, maple syrup and so on. We also are looking into collaborations with Maine companies who produce things such as healthy granola, and with artists for our Viking-themed merchandise.
MB: What can you share about your distribution and social media following?
UHD: We are distributed by United Natural Foods Inc. and KeHE, two large wholesalers, through which we have many warehouses around the country. We have about 15,000 followers on social media, and a team of marketing geniuses.
MB: What’s your long-term vision for the business?
UHD: I have big dreams, great goals and ideas that I want to achieve — something people haven’t seen before in yogurt and consumer products. I believe you can make so much more than just a product if you’re smart and use the opportunities.
