Icelandic skyr hits UK shops

This is precisely what the skyr sold at Waitrose will ...

This is precisely what the skyr sold at Waitrose will look like, in blueberry, vanilla and natural flavours. Photo/ Skyr

Icelandic skyr from MS will be available at the Waitrose supermarket chain in Britain from February 8th. The skyr is all manufactured in Iceland using Icelandic milk. 

According to marketing manager of MS, Jón Axel Pétursson, Waitrose is a supermarket that targets wealthier customers offering high quality products. 

The Icelandic skyr will be marketed in London and surrounding areas to begin with. 

The company is aiming to sell 390 tonnes of skyr this year using an EU duty free import quota. 

"Scandinavian company Arla is already selling something which they call skyr in the UK using photographs from Iceland for promotion purposes," says Pétursson. "Now Britain will finally get to know real skyr."

Related stories: 

Furious Icelanders: Leave our skyr alone!

Weather

Cloudy

Today

5 °C

Cloudy

Tomorrow

2 °C

Partly cloudy

Wednesday

3 °C

Exchange rates

USD USD 123.01 EUR EUR 138.50
GBP GBP 157.95 DKK DKK 18.57
NOK NOK 14.53 SEK SEK 13.48
CHF CHF 121.77 JPY JPY 1.08
ISK price of selected currencies, according to the official exchange rate of the Central Bank of Iceland. Updated daily.