Icelandic Provisions Skyr Made in New York, Not Iceland, Alleges Class Action Lawsuit

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A California woman says that Icelandic Provisions, Inc is misleading consumers about the origins of its traditional Icelandic dairy product, “skyr,” charging a premium for yogurt made in New York state.  

Lead plaintiff, Rivka Steinberg lodged a class action lawsuit in federal court Tuesday seeking to represent California consumers who purchased Icelandic Provisions brand skyr. The plaintiff accuses the manufacturer of falsely representing the origins of its product on its website and packaging in order to charge consumers a premium.  

Skyr is a traditional cultured dairy product originating from Iceland. As Greek yogurt becomes ubiquitous in grocery stores across the nation, skyr products become popular due to its low sugar and high protein content and mild flavor, says the class action lawsuit.  

Icelandic Provision’s competitors label their skyr as “Icelandic style yogurt,” points out the plaintiff. However, Icelandic Provisions claims it is selling “real Icelandic skyr” and even takes the offensive when other brands try to do the same, says Steinberg.  

Indeed, the plaintiff says that she paid more for Icelandic Provisions skyr than its competitors because she believed the product was made in Iceland.  

The class action lawsuit points out several differences between traditional skyr made in Iceland and Icelandic-style products. First, real skyr is made with milk from “hardy Icelandic dairy cows” who do not require much food and graze on tundra roots, resulting in milk with less sugar.  

Additionally, traditional skyr is made using a fairy centrifuge. Icelandic Provisions uses ultrafiltration of milk to thicken its product, says the class action lawsuit.  

Despite these differences, and the fact that Icelandic Provisions skyr is made in Batavia, New York, the defendant uses advertising that “gives consumers the impression it is made in Iceland,” claims Steinerg.  

The container includes an image of the Icelandic countryside with a snow-covered backdrop, points out the lawsuit. Icelandic Provisions also touts its use of “original skyr cultures.”  

Consumers must turn the product over and read the fine print to learn that Icelandic Provisions skyr is not made in Iceland, but Batavia, New York, says the plaintiff.  

Steinberg wants to represent other California consumers who purchased Icelandic Provisions skyr products between July 20, 2015 and the present. She accuses the company of violating state consumer protection laws and wants the alleged false advertising to stop. In addition, the plaintiff wants Icelandic Provisions to pay back the premium they charged for their supposedly traditional skyr.  

Icelandic Provisions faces another false advertising class action lawsuit in New York federal court filed by a pair of consumers who say the company duped that state’s residents as well.  

Have you purchased Icelandic Provisions skyr products? Are you surprised that they don’t come from Iceland? Tell us about it in the comment section below.  

The plaintiff is represented by Michael R. Reese and George V. Granade of Reese LLP and Spencer Sheehan of Sheehan & Associates.  

The Icelandic Provisions Class Action Lawsuit is Steinberg v. Icelandic Provisions, Inc., Case No. 3:21-cv-05568 in the U.S. District Court for the Northern District of California.

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