Good Good

About Good Good

Good Good ehf, operating under the brand name GOOD GOOD™, is an Icelandic food company established in 2015. The venture was founded by Gardar Stefansson, Agnar Lemacks, and Johann Kristjansson, who aimed to address the consumer need for healthier food options by eliminating sugar. Stefansson, the current CEO, has a background in entrepreneurship, co-founding a digital marketing agency and an app development company prior to this venture. This experience in branding and digital presence appears to have been leveraged in building the GOOD GOOD™ brand.

The company specializes in the development and sale of food products with no added sugar, targeting health-conscious consumers. Its product portfolio began with a natural stevia sweetener and has since expanded to include a variety of jams, spreads, and syrups, all adhering to its core principle of no added sugars. The product line features items such as fruit jams under the 'Keto Friendly Jam' label, 'Choco Hazel' and 'Belgian Choco' spreads, and maple-flavored syrup. These products are formulated to be suitable for diabetic, ketogenic, vegan, and vegetarian diets, indicating a focus on specific dietary niches within the broader health food market.

GOOD GOOD™ operates on a business-to-consumer (B2C) model, distributing its products through a combination of online and traditional retail channels. Its products are available in over 36 countries, with a significant presence in the United States, the United Kingdom, and the Netherlands. The company has secured listings in more than 10,000 retail stores globally, including major chains like Walmart in the US. Revenue is generated directly from the sale of these consumer-packaged goods. The company's expansion into major international markets and its growing retail footprint suggest a scalable business model focused on capturing a share of the global market for healthy and specialty food products.