Wünder Creamery looks to 'super food' identity for establishing quark in the US

By Mary Ellen Shoup

- Last updated on GMT

Quark maker Wünder Creamery (formerly Misha Dairy) is set to launch on the US East Coast this spring, but first the company has to overcome some consumer education hurdles, says founder Kamilya Abilova.

Quark is a common dairy food in Europe and Central Asia, but a relatively new concept to the US market - Wünder Creamery’s main competitor Elli Quark launched in the US in 2013.

The company is launching five SKUs – vanilla bean coconut, matcha, raspberry, blueberry, and coffee – in 5.3-ounce cups as well as a plain flavor in a 24-ounce container. 


According to Abilova, many consumers who first try quark compare it yogurt despite it being technically classified as “fresh acid-set cheese”, ​similar to the French fromage blanc or Indian paneer.

“Quark is not easy to explain. People say, ‘This is the best yogurt I’ve ever tasted’ and to be frank, at this point, I’m fine with it,”​ Abilova told DairyReporter at the Natural Products Expo West show in Anaheim, California.

“The hard part is to really explain it because quark is a quirky name… There’s a subatomic particle quark, there’s a Star Trek character quark, but quark in the dairy section is definitely an interesting name,” ​Abilova said.

"We’re leaning into super foods here because quark is a very nutrient rich super dairy [product]."

The company's products contain added probiotics, 17 grams of protein, grass-fed whole milk, and are low in fat and sugar. 

It took Wünder Creamery about a year and a half to settle on the right recipe, mainly because the company had a hard time finding the right cultures for its product.

“We just couldn’t find the right cultures in the US. The cultures that we’re using right now come from France,”​ Abilova said.

"For this year, our goal is to really sustainably expand throughout the US market, we will be focusing on the East Coast primarily."

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