Iceland Dairies (MS) believes Swedish company Arla is misusing the word “skyr” to describe their “Icelandic style yogurt”, and wants them to stop it.
MS filed an injunction against Arla in Helsinki last Monday, Kjarninn reports. “Skyr” is a registered trademark in both Finland and Norway.
Arla has been marketing the product heavily in Scandinavia, much to the consternation of Icelanders. While Arla bills their product as “Icelandic style yogurt”, skyr is not a yogurt; it’s a cheese.
Below you can see one of Arla’s ads for their “skyr”, employing many homey tropes of Icelandic life from a bygone era.[youtube http://www.youtube.com/watch?v=5hLvJ5R9C9A&w=560&h=315]
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