Greek yogurt – including unreasonable facsimiles posing as Greek-style – has had a long run of success in the United States even if Greek companies missed the trend, didn’t advertise enough, and ceded the market first to Chobani, and then international conglomerates.

Now it’s too late to catch up. Icelandic yogurt, also known as Skyr, has skyrocketed in popularity for Americans, who are setting aside their real Greek yogurt for the new treat.

It’s high in protein, low in sugar, and thicker than Greek. While U.S. yogurt sales dropped 3.4 percent in the 12 months ended in February, the Icelandic style jumped 24 percent to $173.9 million, Nielsen data show.

The Viking invasion is “one of the few bright spots,” in the yogurt market Icelandic Provisions Chief Executive Officer Mark Alexander, who took the helm of the yogurt maker in February, told Bloomberg financial news agency.