To the uninitiated, skyr is like yogurt but thicker and more textured—it won’t fall off the spoon if you flip it over. In its quest to be the new Curdled Dairy Queen, Siggi’s, a company that makes Icelandic-style skyr, wants to get the word out that Greek yogurt makers cram their tiny containers full of sugar.

A 5.3 oz container of plain Siggi's has 4 grams of sugar, just like a 5.3 oz container of plain Chobani, the best-selling Greek yogurt variety. (The flavored varieties of Chobani, however, have more sugar than the flavored varieties of Siggi's by about five grams.)

this suggests that sugar is the new fat, when it comes to scary food advertising. The renewed focus on sugar in recent years has combined with the debunking of the dangers of fat to create a new bogeyman for health-aware people (perhaps rightfully so.)