Siggi’s yogurt was founded by a real person named Siggi. I know it is hard to believe but Siggi is a man’s name.
He is from Iceland and it turns out that Sigurður (which is the long version of Siggi) was the fourteenth most popular boy name in Iceland in 2015! Aron was number one (followed by my son’s name – Alexander).
This is Siggi!
I don’t know if any of my readers are in Iceland, but if they are - please forgive me for my ignorance about Icelandic names.
Siggi Hilmarsson has become a hero of mine for not adding sugar to his flavored containers of yogurt – see Siggi’s Yogurt Goes Without Added Sugar.
I decided to go meet him on a recent trip to NYC that I took with my family so I could shake his hand and thank him for doing what I thought was impossible.
He is very tall and offered not only to host me at his offices but play ping pong with my family. My son, Alex, is pictured with him here attempting to play.
Alex now things that all company headquarters have ping pong tables and can’t wait to finish college and join the working stiffs. (Thanks, Siggi!)
Siggi and I talked about his goals and inspirations. In 2002, he arrived in NYC to study at business school and tried to eat American yogurt. As you may not know, other countries don’t pile sugar into their yogurt and so he was amazed at how sweet it was. His experience led him to want to get into the yogurt business and to offer his Icelandic version to Americans.
What I like about Siggi is that he seems to want to lead instead of follow when it comes to our taste buds. Are we used to yogurt that relies on the lactose (sugar in milk) and fruit to flavor it? No, we aren’t.
Most of us are accustomed to yogurt that tastes like dessert because it is flavored heavily with sugar or artificial sweeteners.
There really isn’t a good reason to add sugar to yogurt.
Siggi’s no sugar added yogurt has 5 grams of sugar naturally. That is already a teaspoon. Siggi wants to help our taste buds change so we can enjoy all the flavors in the yogurt – the sour, creamy, fruity goodness that can happen when we take away a seasoning as powerful as sugar.
He thinks we will get used to it and then begin to crave it. I got a fridge full of the stuff so he convinced me ☺
I have met with many food companies and they tell me that they can’t remove the sugar from products because people won’t buy them. Maybe they should talk to Siggi.
Siggi didn’t reveal his latest sales numbers to me but he seems to be doing all right. Of course, his product is also delicious because it is high quality.
I hope more Siggis and Marias, Erics, and Genevieves show up from other places to help us correct our added sugar problem. It would be nice to have some home grown innovators as well.
If you haven’t given the no added sugar variety a try – check out this Siggi’s Location Finder.
Have you tried Siggi’s? What did you think
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