Draft:Good Good

• Comment: If the sources have accessible links, please add them to the reference, otherwise reviewers will find it difficult to use them to verify statements. Greenman (talk) 11:34, 24 June 2026 (UTC)

• Comment: In accordance with Wikipedia's Conflict of interest guideline, I disclose that I have a conflict of interest regarding the subject of this article. Gardarstefans (talk) 11:51, 2 April 2026 (UTC)

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GOOD GOOD is an Icelandic-founded food company that produces no-added-sugar fruit spreads, chocolate spreads, peanut butter, and related products. Founded in 2015 by Gardar Stefansson, Johann Ingi Kristjansson, and Agnar Lemacks, the company develops low-sugar alternatives using natural sweeteners such as stevia and erythritol. The company relocated its U.S. headquarters to Austin, Texas in January 2025 and as of 2026 distributes products across more than 12,000 retail locations globally.

History

GOOD GOOD was founded in 2015 in Reykjavik, Iceland. The company originated from efforts to create food products suitable for family members with Type 2 diabetes, with the founding team seeking natural alternatives to sugar. The founders initially produced stevia and erythritol tabletop sweeteners before developing a line of no-added-sugar jams, which became the brand's most popular product category.

The company entered the United States market in 2018, initially gaining distribution through a buyer introduction at the Anuga trade show in Germany and subsequently at Natural Products Expo West in California in 2019.

In 2022, GOOD GOOD closed a $20 million Series B funding round led by Icelandic private equity firm SÍA, intended to support product innovation and expand international distribution.

In January 2025, GOOD GOOD relocated its U.S. headquarters to Austin, Texas. Stefansson cited Austin's entrepreneurial environment, its consumer packaged goods sector, and Texas's large population of consumers seeking better-for-you products as factors in the decision. The company initially operated out of Capital Factory, a startup incubator, before planning a move to a new office space in South Austin near Ben White Boulevard in mid-2026.

Since the move to Austin, GOOD GOOD's retail sales have grown 59% year-over-year. The company projected revenue of $15 million to $20 million for 2026, with profitability expected within six to twelve months, according to CEO Gardar Stefansson.

Products

GOOD GOOD produces fruit spreads, nut spreads, chocolate spreads, syrups, peanut butter, and snack products. All products are formulated without added sugar and sweetened with natural alternatives, primarily stevia and erythritol.

The company has also developed products tailored to American consumer tastes, including a concord grape jam and a mango habanero jam produced using habaneros sourced from a farm in Poteet, Texas.

Distribution

GOOD GOOD products are sold in over 12,000 retail locations globally, including more than 10,000 locations in the United States. U.S. retail partners include Whole Foods Market, Kroger, H-E-B, Walmart, and Sprouts Farmers Market.

In 2024, the company entered UK brick-and-mortar retail through a distribution agreement with Holland & Barrett.

In fall 2026, GOOD GOOD is scheduled to launch in approximately 1,200 Target stores with four SKUs, following a buyer introduction at Natural Products Expo West in March 2026.

The company's products are primarily manufactured in Belgium and the Netherlands, with plans to expand production to Texas to reduce shipping times and tariff exposure.

Reception

GOOD GOOD products have been featured in consumer and trade publications covering the reduced-sugar food category.

A 2025 review in Eat This, Not That! ranked a GOOD GOOD strawberry jam as the top product in a comparative tasting of twelve strawberry jams.

The Austin Business Journal described GOOD GOOD as being on an upward trajectory following its move to Austin, noting the company's expansion plans, growing retail footprint, and focus on the Texas market.