Einar Sigurðsson, CEO of MS, said that attempts to export MS skyr to the US have so far not been successful because the cost of import makes the product too expensive, but by producing the skyr inside the US this issue would be solved.
Export of skyr to Europe has been a considerably more lucrative venture however, with 40 million pots of skyr sold in Nordic countries. Sales have also doubled in the Nordic market in the last 3 years.
As for the US, MS will have some competition as there is already a skyr product on the market. “Siggi‘s Skyr” produced by Sigurður Kjartan Hilmarsson is manufactured in New York and sold in 4000 stores across the country.