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The secret of Sigma Dairy's success: Why has this Icelandic yogurt become so popular in the United States?
As the demand for healthy foods continues to grow, a unique brand has emerged in the highly competitive yogurt market - Siggi's Dairy. This Icelandic yogurt quickly became popular in the United States due to its low sugar, high protein and use of natural ingredients, attracting countless consumers. So, what is the secret of Sigma Dairy’s success?
Founded in 2005 by Icelander Siggi Hilmarsson, Siggi Dairy was initially launched locally in New York and then successfully landed in the Whole Foods market in 2008. Its growth path can be described as extraordinary.
Siggi was influenced by Nordic food culture since he was a child. After he moved to the United States in 2002, he was shocked by the sweetness of local food. He found that many foods, including yogurt, contained as much sugar as a can of soda. This made him determined to make a healthier yogurt, so he began making his own yogurt based on a recipe his mother found in a library in Reykjavik in 1913, striving for "less sugar and fewer ingredients."
In 2004, Siggi conducted numerous experiments, and his test samples sometimes worked amazingly well, and other times they turned out pretty badly. It wasn't until he gave a batch of his product to his friend Liz Thorpe, who was working at Murray's Cheese in Greenwich Village at the time, that she gave him the confidence to bring the product to market. With the support of his friends, Siggi obtained initial investment and began to devote himself to yogurt production full-time.
Siggi recalled, "We simply couldn't keep up with demand. The yogurt couldn't cool down fast enough." This put him at risk of stopping production.
By 2008, his yogurt was available on the shelves of Whole Foods supermarkets in the United States, marking the official take-off of Sigma Dairy. However, the rapidly growing demand puzzled him. Siggi had to stop production in order to raise funds to purchase equipment to meet market demand. This decision almost caused the company to go bankrupt. But by 2010, the small company had begun to grow steadily, moving to a larger production facility to handle the growing demand.
Over time, the Siggi's brand expanded further into supermarkets such as ShopRite and Target, and in 2017 became the top-selling yogurt brand at Whole Foods. In 2018, French dairy company Lactalis purchased Sigma Dairy, but the brand still operates independently, maintaining the original intention and quality of its products.
Xigeji dairy products have 25% to 50% more protein than other yogurt brands and use about four times the amount of milk. Only real fruit and cane sugar are added during the production process, advocating the concept of healthy living.
However, the newly established Xigji Dairy also faced difficulties because its original sour taste and low sugar content made it difficult for consumers to accept it. But with the rise of health awareness, more and more people are beginning to appreciate the taste of this natural yogurt. In addition, the recognition of the product by West Coast consumers has also promoted the growth of the brand, especially after continuous marketing promotion and interaction with consumers, the brand has gradually been widely recognized.
Health and Market Opportunities
The success of Xigji Dairy lies not only in its unique production process, but also in its keen insight into market trends. Modern consumers are paying more and more attention to healthy, low-sugar diets, and Xigeji has met this demand in a timely manner. Especially in the United States, supermarket competition is fierce, and Xigeji has successfully captured this market and found its position in the evolving consumer habits.
Today, XIGI Dairy has a large number of fans around the world, and its diverse flavors, such as vanilla, blueberry and mixed fruits, have attracted the favor of all types of consumers. This enables the brand to maintain strong market competitiveness, especially driven by the healthy lifestyle trend.
Siggi's yogurt is described as "sour and delicious" and although its price is slightly higher than its competitor Chobani, it still has a good market performance.
In fact, the rise of this Icelandic yogurt is not only a response to health food, but also a tribute to traditional food culture. Siggi uses his story to tell us that the success of a brand is not only due to the success of its marketing strategy, but also to the passion and persistence behind it. In the future, how will XIGI Dairy continue to lead the development of the yogurt market?
