The PennZone

The American ~ Thor's Skyr, the American-made skyr brand using traditional Icelandic methods and all natural ingredients, is introducing a new lactose-free formula with more protein per serving. The debut of the unique lactose-free formula will be accompanied by three new flavors at this year's Natural Products Expo East on September 20 through September 23 in Philadelphia.

Data Bridge Research reports that the U.S. lactose-free market is currently valued at $12.6 billion and is expected to reach $32.2 billion by 2029, growing at an annual rate of 12.45%. Thor's Skyr's new formula allows dairy and non-dairy consumers alike to receive the protein-packed benefits of skyr made from cow's milk, while also making it easier to digest and maintaining lower blood sugar levels. The new lactose-free formula is also naturally sweeter, removing the need for added sugar in their flavored offerings which include vanilla, strawberry, blueberry, coconut, key lime and coffee.

Icelandic skyr makers have been producing lactose-free skyr for the past decade and Thor's Skyr is now bringing those same methods to the U.S., resulting in a higher protein content—the fan-favorite plain Thor's Skyr now has 21 grams of protein per 6-ounce cup while the flavored offerings contain 18 grams of protein—which is particularly significant as other skyr brands are reformulating their recipes to offer less protein per serving.

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Unnar Beck Daníelsson, CEO of Thor's Skyr said "We know consumers are looking for more protein and less sugar, so we are excited to be able to launch our new formula that will help introduce skyr to a wider demographic." He added "Not only does the skyr taste delicious and refreshing, but it allows people with lactose intolerances and stomach sensitivities to enjoy the product as much as anyone else."

Thor's Skyr was founded by actors Dylan Sprouse and Terry Crews; actor and professional strongman Hafþór Björnsson; and restaurant veteran and entrepreneur Unnar Beck Daníelsson. Now available in over 1,600 stores nationwide including Giant and Stop & Shop, Thor's Skyr offers more protein than yogurt making it an ideal choice for breakfast, lunch or a late night snack.

Those attending Expo East will be able to sample the new formula firsthand at Booth #2523 while it begins rolling out in stores across the country in coming weeks. For more information on Thor's Skyr including nutritional information or store locator visit www.thorsskyr.com

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