GOOD GOOD
GOOD GOOD is a Reykjavík-headquartered better-for-you food brand founded in 2015 that develops, manufactures, and distributes no-added-sugar jams, jellies, spreads, peanut butters, and chocolate spreads to health-conscious, diabetic, and keto consumers across North America, Europe, and the UK via D2C, Amazon, and 10,000+ retail stores.
- Company typePrivate
- Founded2015
- HeadquartersReykjavík, Iceland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What GOOD GOOD does
GOOD GOOD is a Reykjavík-headquartered better-for-you food brand founded in 2015 that develops, manufactures, and distributes no-added-sugar jams, jellies, spreads, peanut butters, and chocolate spreads. The company originated from a co-founder's experience with an aunt who needed low-sugar options but could not find ones that tasted good, and it positions itself as a solution for consumers seeking pantry staples without the metabolic trade-offs of conventional sugar-sweetened products. Its product line spans approximately 14 jam flavors (strawberry, fig, four fruits, orange marmalade, blackcurrant, blueberry, raspberry, blackberry, apricot, cherry, peach, concord grape, chili fig, pumpkin butter), chocolate spreads (Choco Hazel, Belgian Choco White), and peanut butter variants, all formulated with erythritol and stevia extract as natural sweeteners to deliver 88% fewer calories than standard spreads while maintaining 33-65% real fruit content.
The company's product technology centers on a proprietary natural sweetener formulation that balances erythritol and stevia to avoid the aftertaste common in sugar-free products, combined with upcycled fruit sourcing and BRC-certified manufacturing facilities. Products carry multiple certifications including Non-GMO Project Verified, gluten-free, vegan, keto-friendly, low-glycemic, and RSPO-certified sustainable palm oil. Distribution operates through three primary channels: direct-to-consumer eCommerce shipped from warehouses in Michigan, Ontario, Tilburg, and Liverpool; Amazon Seller Fulfilled Prime; and wholesale into over 10,000 retail outlets including Holland & Barrett and major US chains (Whole Foods, Kroger, Target, Walmart). Multi-channel fulfillment is supported by a three-year 3PL partnership announced in March 2026 to scale UK operations.
Commercially, GOOD GOOD employs a product-led growth model with a strong D2C emphasis, layered with wholesale and marketplace channels. Pricing spans $6.49-$12.99 per jar with bundle discounts of 20-50% and subscription bundles offering ~36% off per-unit pricing for recurring delivery. Marketing leverages Instagram, TikTok, Pinterest, YouTube, Facebook, a content/recipe blog, and a brand ambassador program (2,000+ follower threshold, 15% discount code, 10% commission) plus a points-based rewards program. The company has raised approximately $62 million across multiple rounds including a $20 million Series B in May 2022 led by Strategic Investment Advisors Group, and is led by co-founders Gardar Stefansson (CEO), Johann Kristjansson, and Agnar Lemacks.
GOOD GOOD firmographics
Firmographics- Name
- GOOD GOOD
- Legal name
- Good Good hf
- Website
- https://goodgoodbrand.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GOOD GOOD is a Reykjavík-headquartered better-for-you food brand founded in 2015 that develops, manufactures, and distributes no-added-sugar jams, jellies, spreads, peanut butters, and chocolate spreads to health-conscious, diabetic, and keto consumers across North America, Europe, and the UK via D2C, Amazon, and 10,000+ retail stores.
- Ownership category
- akta.pro rank
GOOD GOOD industry classification
Industry- Product category
- Sugar-Free Jams & Spreads
- NAICS
- Specialty Canning (311422), Other Specialty Food Retailers (44529)
- SIC
- Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Shelf-Stable Pantry Staples (Grains, Pasta, Rice, Beans, Canned Foods) (CRADAAAA)
- akta.pro secondary industry
- Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)
Keywords
Where GOOD GOOD is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices6 records
Markets served
GOOD GOOD business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct-to-Consumer eCommerce: Products sold directly through the company's website (goodgoodbrand.com) with orders shipped from warehouses in Tilburg (Netherlands), Liverpool (UK), Ontario (CA), and Michigan (USA). Free shipping on orders over $50. Subscription bundle options available.
- Wholesale Distribution: Products distributed through retail partners and wholesale channels including Holland & Barrett and other health food retailers. Products available in over 10,000 stores worldwide.
- Amazon Marketplace Sales: Products sold through Amazon Seller Fulfilled Prime program, enabling third-party logistics fulfillment through Amazon's platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing for single jar purchases |
| Unit Pricing | Pay-as-you-go | Bundle pack options with progressive savings |
| Subscription | Monthly | Subscription bundle options for recurring orders |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
GOOD GOOD product offering
Product offeringCore offering
GOOD GOOD develops, manufactures, and sells a portfolio of better-for-you pantry staples — no-added-sugar jams, jellies, fruit spreads, vegan lemon curd, Belgian chocolate spreads, and peanut butters — sweetened with erythritol and stevia extract to deliver 88% fewer calories than standard supermarket spreads. Products are Non-GMO Verified, gluten-free, keto-friendly, vegan (jams/spreads), low-glycemic, and contain 33%+ more whole fruit than standard jams, sold direct-to-consumer, on Amazon, and through 10,000+ retail stores globally.
Product overview
GOOD GOOD is a health-focused food brand founded in Iceland in 2015, specializing in no added sugar jams, spreads, and peanut butters. The company offers a portfolio of better-for-you pantry staples including: fruit jams in multiple varieties (Strawberry, Four Fruits, Fig, Orange Marmalade, Blackcurrant, Pumpkin Butter, Chili Fig, Concord Grape, Blueberry, Raspberry, Blackberry, Apricot, Cherry, Peach), specialty spreads (Vegan Lemon Curd, Choco Hazel Spread, Belgian Choco White Spread), and Creamy/Crunchy Peanut Butters. All products emphasize no added sugar, natural ingredients, Non-GMO verification, gluten-free, keto-friendly, and plant-based formulations. The products are made with erythritol and stevia for sweetness, contain 88% fewer calories than standard spreads, and are sold across major US retailers including Whole Foods, Kroger, Target, Walmart, as well as Amazon and international markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Strawberry Jam No added sugar strawberry jam made with over 50% fruit, offering classic strawberry flavor with 88% fewer calories than standard jam; keto-friendly and gluten-free spread for health-conscious consumers.
- Four Fruits Jam No added sugar jam blending strawberry, raspberries, cherries, and red currant with layered sweetness; contains 60% fruit per jar and 88% fewer calories than standard jam for consumers seeking variety in a no-sugar spread.
- Fig Jam No added sugar fig jam made with 65% figs and 5% oranges, delivering rich, slightly sweet flavor with 10 calories per serving; keto-friendly spread targeted at diabetics and low-carb consumers.
- Orange Marmalade No added sugar orange marmalade made with 50% fruit, offering bright citrus flavor with bittersweet orange character; keto-friendly spread for consumers seeking a low-sugar marmalade alternative.
- Blackcurrant Jam No added sugar blackcurrant jam made with 50% blackcurrants, delivering rich, tart, elevated flavor; gluten-free and keto-friendly spread for health-conscious consumers.
- Pumpkin Butter No added sugar pumpkin butter made with 60% real pumpkin and warm seasonal spices (cinnamon, cloves, nutmeg, ginger, cardamom, black pepper); keto-friendly and gluten-free seasonal spread.
- Chili Fig Jam No added sugar chili fig jam combining 65% figs and chili flakes for a sweet-heat flavor profile; made with 70% fruit per jar, gluten-free and keto-friendly.
- Vegan Lemon Curd Plant-based no added sugar lemon curd with bright citrus flavor; 5 calories per serving, 0g total sugar, 1g net carbs, 93% fewer calories than traditional lemon curd.
- Concord Grape Jelly No added sugar concord grape jelly made with 50% concord grape juice concentrate; 5 calories vs 50+ in regular jelly, 2g total sugar, 2g net carbs, 88% fewer calories than standard jelly.
- Blueberry Jam No added sugar blueberry jam made with 60% blueberries, delivering juicy blueberry flavor with smooth rounded berry finish; keto-friendly and gluten-free.
- Raspberry Jam No added sugar raspberry jam made with 50% raspberries, offering bright, slightly tart flavor with balanced sweetness; gluten-free and keto-friendly.
- Blackberry Jam
Quantifiable outcome
- 88% fewer calories than standard supermarket spreads
- +2 more outcomes
Companies that use GOOD GOOD
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
GOOD GOOD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature2 records
GOOD GOOD partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- 3PLcoreThree-year partnership with third-party logistics provider 3PL to support UK growth through multi-channel fulfillment. 3PL provides fulfillment services across direct-to-consumer eCommerce, Amazon Seller Fulfilled Prime, and wholesale distribution into retail outlets including Holland & Barrett. The partnership provides scalable warehousing and fulfilment solutions through 3PL's accredited facilities, which hold both FHDDS and ISO 9001 certifications.
- Dollar Donation ClubminorReforestation partnership supporting environmental sustainability. Every purchase helps plant trees and supports the restoration of vital ecosystems through Dollar Donation Club initiatives.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
GOOD GOOD competitors and assessment
Company assessmentBroad incumbents
- Smucker's: The largest mainstream jams, jellies, and spreads brand in North America. Directly comparable to GOOD GOOD on core product category (fruit spreads) but operates at vastly greater scale and via traditional sugar formulations; relevant as the dominant shelf incumbent that better-for-you entrants must displace.
- Bonne Maman: Premium French fruit preserves brand widely distributed in US and European grocers. Competes with GOOD GOOD in the natural/clean-ingredient jam segment, especially within Whole Foods and other premium retailers, though Bonne Maman still uses traditional sugar recipes.
- Welch's: Iconic US grape-jam and jelly brand with national distribution across Kroger, Walmart, and Target. Direct shelf competitor to GOOD GOOD in mass-market fruit spreads, particularly relevant where GOOD GOOD's Concord Grape Jelly competes head-to-head.
- Hero Fruit Spreads: European heritage jam and fruit spread brand (Switzerland/Spain) with broad European retail presence. Comparable to GOOD GOOD as a multi-region premium fruit-spreads brand, though Hero offers both traditional and no-added-sugar lines.
Direct peers
- St. Dalfour: French jam brand known for no-added-sugar and all-fruit preserves with national US distribution. The closest direct competitor to GOOD GOOD's positioning: premium, fruit-forward, lower-sugar spreads occupying the same shelf set in natural and conventional grocery.
- Crofter's Organic: Organic fruit spreads producer sold across natural food retailers in North America. Closely comparable to GOOD GOOD on clean-label, fruit-forward positioning and distribution channels (Whole Foods, natural food stores, and eCommerce).
- Lakanto: US-based better-for-you brand specializing in monk-fruit- and erythritol-sweetened products including chocolate spreads, syrups, and baking staples. Directly comparable to GOOD GOOD on sweetener stack, keto/low-carb positioning, and D2C-plus-retail distribution.
- ChocZero: US better-for-you brand focused on sugar-free chocolate syrups, spreads, and baking products using monk fruit. Direct competitor to GOOD GOOD in the no-added-sugar chocolate hazelnut spread category and a closely comparable D2C-led brand.
- Nature's Hollow: Smaller US specialty brand producing sugar-free jams, syrups, and honeys using xylitol. Directly comparable to GOOD GOOD on the no-added-sugar fruit-spread proposition and target customer (diabetics, keto consumers).
Emerging players
- Fix & Fogg: New Zealand-based premium peanut butter brand with strong D2C and selective US retail. Comparable to GOOD GOOD's peanut butter line on better-for-you positioning, premium pricing, and direct-to-consumer-led growth model in a non-mainstream home market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GOOD GOOD social profiles
Digital presenceGOOD GOOD compliance and trust
Trust signalCompliance6 records
GOOD GOOD financial estimates
Financial estimateRevenue estimate
Valuation estimate
GOOD GOOD leadership team
Management profileNumber of profiles
Profiles3 records
GOOD GOOD funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GOOD GOOD M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GOOD GOOD
What does GOOD GOOD do?
GOOD GOOD develops, manufactures, and sells a portfolio of better-for-you pantry staples — no-added-sugar jams, jellies, fruit spreads, vegan lemon curd, Belgian chocolate spreads, and peanut butters — sweetened with erythritol and stevia extract to deliver 88% fewer calories than standard supermarket spreads. Products are Non-GMO Verified, gluten-free, keto-friendly, vegan (jams/spreads), low-glycemic, and contain 33%+ more whole fruit than standard jams, sold direct-to-consumer, on Amazon, and through 10,000+ retail stores globally.
Is GOOD GOOD a public or private company?
GOOD GOOD is a private company. It is classified as venture growth investor backed and is currently operating.
When was GOOD GOOD founded?
GOOD GOOD was founded in 2015. It employs 11 to 50 people.
Where is GOOD GOOD based?
GOOD GOOD is headquartered in Reykjavík, Iceland, in the Europe region.
How does GOOD GOOD make money?
Three revenue lines are on record. Direct-to-Consumer eCommerce is the primary driver. The others are wholesale Distribution and amazon Marketplace Sales.
Who are GOOD GOOD's main competitors?
Broad incumbents on record are Smucker's, Bonne Maman, Welch's and Hero Fruit Spreads. Direct peers are St. Dalfour, Crofter's Organic, Lakanto, ChocZero and Nature's Hollow. Fix & Fogg is listed as an emerging player.
Does GOOD GOOD have an API?
No public API is recorded for GOOD GOOD.
What industry is GOOD GOOD in?
GOOD GOOD's product category is Sugar-Free Jams & Spreads. Its primary akta.pro industry code is CRADAAAA, Shelf-Stable Pantry Staples (Grains, Pasta, Rice, Beans, Canned Foods), with a secondary code of CRAHAEAE, Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly). Its NAICS code is 311422 and its SIC code is 2033.