Creating Ísey Skyr: A Global Brand Born in Iceland
The Challenge
When CO/PLUS started working with MS Iceland Dairies, they had the original Icelandic skyr recipe, but no brand. Despite holding the authentic product, MS was operating behind the scenes, licensing the recipe or producing for other companies. There was no consumer-facing identity or international presence, and no way to build long-term brand value.
The Solution
We saw a bigger opportunity: rather than selling the recipe to others, we built a brand that MS dairies could own and scale. Together with MS, we created Ísey Skyr, a modern consumer brand built on Icelandic heritage and designed for global appeal. We helped the company move from a recipe license model to a brand license model, unlocking greater value, control, and visibility. This strategic shift turned MS from a low-profile producer into a forward-facing brand with international ambitions.
The Results
Ísey Skyr has grown into a global success, now available in over 20 markets worldwide. What began as a traditional recipe with no brand presence is now a powerful Icelandic export: a proof that the right strategy and story can transform a business and open new growth paths.
