Bringing Icelandic skyr to the Arizona sun
Entrepreneur Unnari Helgi Daníelsson was not satisfied with bringing Joe and his juice to Icelanders in 2013, but is now traveling to the United States, where the intention is to introduce Icelandic skyr to the residents of Arizona and California, and undoubtedly more states in the country in the future. Photo/Sent to mbl.is
“We started this project four years ago. Originally, it was just going to be sold in stores, but we made a slight change in direction,” says Unnar Helgi Daníelsson, entrepreneur and founder of Thor’s Skyr. From the sunbaked city of Phoenix, Arizona, Unnar is leading a mission to introduce Americans to skyr—a staple of Icelandic diets for centuries. The brand has already opened its doors in Los Angeles, with new locations coming soon in Scottsdale and additional spots around Phoenix.
“An Icelandic restaurateur is on a mission to offer Americans healthy, fast food, and he’s starting with a spot on downtown Phoenix’s Grand Avenue,” writes the Phoenix New Times .
Famous Americans are flocking to the skyr, and here you can see supermodel Barbara Palvin and actor Dylan Sprouse waving their hands in joy over the fermented milk concentrate from eastern Iceland, the lifeblood of a legendary nation in the North. Photo/Sent to mbl.is
As exotic as deep-fried snickers
“It’s basically fermented milk,” Daníelsson explains to Phoenix New Times , trying to describe skyr to locals for whom it’s as unfamiliar as deep-fried Snickers bars are to Icelanders. He emphasizes that skyr has helped Icelanders endure long, cold winters thanks to its high protein content and low sugar levels, making it both hearty and healthy.
Initially, the project was intended as a retail product, but Daníelsson had a different vision: opening restaurants inspired by Icelandic heritage. Naturally, the brand needed a fitting name—Thor’s Skyr—honoring the Norse god of thunder, a symbol of loyalty and bravery. While Americans might know Thor from Marvel movies, Unnar notes that the true origins of the character in Icelandic literature, such as the Edda , are often misunderstood.
From Juice to Skyr
Daníelsson is no stranger to entrepreneurship. In 2013, he launched Joe & the Juice in Iceland. Now, he's drawing on that experience and his network to build Thor’s Skyr. One key partner in the project is a former Idaho senator, who is also CEO of the popular PitaPit chain with more than 600 locations across the U.S.
Thor's Skyr's customers cool off in the Phoenix sun with the typical streetscape of this low-rise capital of Arizona in the background, where single-story houses characterize most neighborhoods outside the city center. Photo/Sent to mbl.is
“We’re keeping it fun for now—at least until it turns into one of those suit-and-tie businesses,” Daníelsson says with a laugh.
He recently visited Phoenix to get a feel for the market and helped open three locations. The plan is to expand to five, in collaboration with LA Fitness gyms across the city. “Fewer people than you’d think know what skyr is, so it’s exciting to introduce it—especially with that Icelandic connection,” he says.
Making the American dream more Icelandic
Is it difficult to open an Icelandic restaurant in the U.S.?
“Not at all,” Daníelsson insists. “It’s much simpler than you’d expect. I’ve even given a talk at Íslandsstofa telling other entrepreneurs to go for it—it’s easier than it looks.”
The reception in Arizona has been overwhelmingly positive. “People like bringing something Icelandic into their neighborhoods. There’s this sense of authenticity that people feel is missing in American food culture,” Daníelsson says. “Good Morning Arizona even did a live segment from our store. We haven’t had to chase attention—it’s finding us.”
The appearance of the locations is fresh, and you can see all the Icelandic flag colors on the front of this branch. Photo/Sent to mbl.is
Looking ahead: Smart skyr bars
As for what’s next? Expansion, of course.
“We’re a skyr company—and we’re going to grow,” Unnar says. One new initiative involves "smart refrigerators"—self-serve skyr bars that will be placed throughout Phoenix in offices and other public spaces. “We’ll restock them daily with ready-made skyr bowls and other healthy fast-food options. Our goal is to be everywhere,” he adds.
Franchising, he believes, is the logical next step.
As Thor’s Skyr continues to spread throughout the sun-drenched southwestern U.S., it’s clear that Unnar Helgi Daníelsson is building more than a business—he’s introducing a piece of Icelandic culture, one creamy bowl at a time.
