Good Good Sweeteners and Spreads

Brand History and Origin

Good Good is a health-focused food brand that was established in Reykjavik, Iceland, in 2015. The brand was founded by Gardar Stefansson, Agnar Lemacks, and Johann Kristjansson with a mission to create delicious, sugar-free alternatives for consumers looking to reduce their sugar intake without sacrificing taste. Their initial success was built on natural sweeteners like stevia and erythritol, which they eventually expanded into a wide range of jams, spreads, and syrups.

Manufacturing and Distribution

While the brand's creative and strategic roots are in Iceland, Good Good products are manufactured in multiple locations across Europe and North America to serve its global market. This decentralized manufacturing approach allows them to maintain freshness and reduce the carbon footprint associated with long-distance shipping. The brand has seen significant growth in the United States and European markets, positioning itself as a leader in the 'keto-friendly' and 'diabetic-friendly' food sectors.

Ownership and Corporate Structure

Good Good remains under the ownership of its founding entity, Via Health, headquartered in Iceland. The company has successfully secured various rounds of investment from Icelandic and international venture capital firms to fuel its expansion. As of 2024 and looking toward 2026, the brand continues to operate as an independent entity under the leadership of its original founders, focusing on innovation in the natural sweetener space.