Iceland’s Skyr – How healthy is healthy? – brand trust

We like(d) Skyr! Having been in Iceland twice it reminds us of this beautiful country, the nature, the freshness… everything that is good about Iceland. So, we were very happy to see Skyr here in the supermarket! While happily eating this delicious dairy treat I flipped over the the backside of the box. I literally could not believe what I was reading! E950, E951 and aspartame… WHAT? I thought, no .. I knew for sure that Skyr was the 100% pure nature dairy?

So I immediately went to http://www.skyr.is/ and guess what: you get a very healthy feeling from the brand ! There is even a Health section. From the site:

The healthy Icelandic cuisine springs from a Nordic heritage of fresh and wholesome foods prepared in simple ways. With Europe’s longest lifespan, the people of Iceland mix a nutritional heritage of hardworking farm living with a vibrant active lifestyle. Skyr is a part of life from infancy onwards and is considered a national treasure!

Wow! No mentioning everywhere about the additional artificial taste boosters and sweetener…

I wondered what was going on and checked all four Skyr variants sold here. It appears two of them have the E950, E591 and aspartame health boost, the others are natural.

The Skyr case is to me a good case on brand authenticity and honesty: the brand boozes health and nature but some of the products do not live up to that. The big question is: why is Skyr selling these?  What is the end result? A confused consumer that does not trust Skyr anymore being a really healthy alternative (or at least not prior reading the product ingredients!)

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