NEW YORK and REYKJAVIK, Iceland — Icelandic Provisions, the company that produces traditional Icelandic skyr, has announced that Mark Alexander will be joining as CEO starting February 11, 2019. Outgoing Icelandic Provisions CEO, Steve Platt, will retain an advisory position at the company.
With consumer trends moving towards whole ingredients, less sugar and better quality, Icelandic Provisions is bringing in Alexander at a critical point to build on the brand’s success and significantly expand its presence with consumers. A veteran in the CPG industry, Alexander brings a track record of developing successful long-term growth strategies and consistently delivering strong results through brand marketing, innovation, customer development and supply-chain transformation to the team at Icelandic Provisions.
“I’ve watched Icelandic Provisions grow significantly in the three years since its launch and it has been incredibly impressive to see how they’ve continued to evolve and become the fastest-growing brand in the dairy yogurt category,” said Mark Alexander. “I look forward to working with my new team to accelerate awareness, create new innovations, and develop aggressive go-to-market strategies to see the brand catapult to even greater long-term achievements.”
Alexander’s first public appearance with Icelandic Provisions is at the upcoming Expo West in Anaheim, CA, Booth #124, March 7-9, 2019 where he, along with his team, will unveil the newest range of product at the show: Krímí – a line of full fat skyr flavors, available in four decadent flavors, Strawberry-Rhubarb, Vanilla Bean, Coconut-Chocolate and Mixed Berry. The range will be on shelves across the US in July 2019.
Prior to joining Icelandic Provisions, Alexander held a wide range of executive positions around the globe at The Campbell Soup Company over a 29 year period. Most recently, he served as Senior Vice President, President Americas, leading the company’s largest division and delivering competitive marketplace performance, significant margin expansion and category expansion via innovation and M&A. Previously, he consistently delivered strong business results leading the International division, serving as Chief Customer Officer and in numerous leadership positions across Asia, Australia, Europe and North America. Since 2014, he’s held board appointments at Masco Corporation and GS1 US.
Icelandic Provisions traditional Icelandic skyr boasts protein ranging from 15-17 grams per 5.3-ounce cup, (protein amounts vary by flavor), doesn’t have a lot of sugar, and contains 1.5% fat. Icelandic Provisions is available in 9 delicious flavors in 5.3oz single-serve cups and 24oz multi-serve in Plain and Vanilla. It does not contain artificial preservatives, thickeners, sweeteners, flavors or colors. Icelandic Provisions can be found in the refrigerated section of more than 6,300 retail partners nationwide, having doubled in distribution and sales in 2018 versus the previous year while achieving velocities that rank it among the top 10 brands in the yogurt category.
About Icelandic Provisions
Icelandic Provisions is a company rooted in Iceland that produces traditional Icelandic skyr in North America. Icelandic Provisions skyr is made using heirloom skyr cultures and natural ingredients. It’s high in protein, low in fat and mindful in sugar. Icelandic Provisions skyr is made with milk from family-owned farms that abstain from using artificial growth hormones, like rBGH and are located within 100 miles of their production facility. Icelandic Provisions was founded by Polaris Founders Capital in partnership with the oldest and largest dairy co-op in Iceland, MS Iceland Dairies. For more information about Icelandic Provisions and to find store locations, please visit www.icelandicprovisions.com.
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