“Terry loves yogurt.” The former NFL player is as synonymous with yogurt as he is with growth, and the perfect opportunity has occurred in the dairy sector. Terry Crews was recently announced as Thor’s Skyr’s latest Partner and spokesperson for the American-made skyr brand. In partnership with fellow Co-Founders actor Dylan Sprouse, actor and Icelandic professional strongman Hafþór Björnsson, and restaurant industry veteran Unnar Daníelsson, Crews brings his passion for health and athletic history to the brand, creating a powerhouse team to take skyr to the next level.
“I am a long-time fan of skyr and have been waiting for the right brand to get behind to help introduce Americans to this Icelandic staple,” said Crews. “So, joining forces with Dylan, Hafþór, and Unnar—especially during such an exciting time for the Thor’s business—was an easy yes.”
Since its launch in September 2021, noted the release, Thor’s Skyr has experienced massive growth. The skyr—made using traditional Icelandic methods and all-natural ingredients in four delicious flavors—is now available in over 1,600 stores, thanks to an increase in distribution through 19 channels across the United States.
While skyr has been a part of the Icelandic diet for over 1,000 years, it is fairly new to American markets. It is similar to and often mislabeled as yogurt, but contains more protein and less sugar and has a much thicker consistency. Thor’s Skyr joins a roster of high-quality Icelandic food and beverage products available in the U.S. The fast-growing company has exciting expansion plans for 2023, with the product launching at Walmart stores across America next year.
“We founded Thor’s Skyr to bring a better skyr product to Americans, and this humbling amount of growth in the last 14 months has shown that consumers are ready for it,” said Sprouse. “We are excited to continue this momentum in partnership with Terry into 2023 and beyond.”
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