Icelandic Provisions announced the rollout of its first national advertising campaign created, in part, to answer the questions: “What is skyr?” and “How do you say the word 'skyr?'”

Siggi’s, a New York-based maker of Icelandic skyr “with simple ingredients and not a lot of sugar,” said it named a Cleveland School District dietitian, Allison Thirion, MPH, RDN, LD, the winner of its fourth annual Siggi Supports Entrepreneurs contest.

Alexander replaces Steve Platt, who will retain an advisory position with the skyr producer.

The skyr yogurt producer will remain a standalone company under its current leadership team.