# GOOD GOOD

> GOOD GOOD is an Iceland-founded, Austin-based consumer food company that makes no-added-sugar jams, fruit spreads, chocolate spreads and peanut butter. Its pivotal move was abandoning a narrow stevia-drop business in favor of familiar pantry foods, then outsourcing manufacturing near its markets and using e-commerce demand to earn national retail distribution.

- **Founded:** 2015
- **Headquarters:** Austin, United States
- **Founders:** Gardar Stefansson (CEO and co-founder), Agnar Lemacks (Co-founder), Johann Ingi Kristjansson (Co-founder and chairman)
- **Team size:** Approximately 30 employees; LinkedIn lists 11-50.
- **Products:** Natural sweeteners, Jams and jellies, Chocolate spreads, Syrups, baking mixes and snack bars, Peanut butter
- **Notable:** Expanded from an Icelandic sweetener startup to more than 10,000 reported U.S. retail locations by 2026., Entered the U.S. market in 2017 and built distribution across roughly 30 countries by 2026., Won Delicious Living's 2023 Consumer Choice Gold award for No Added Sugar Strawberry Jam.

## Products & services

- **Natural sweeteners** — The original stevia drops and erythritol tabletop blends from which the company evolved.
- **Jams and jellies** — No-added-sugar fruit preserves in familiar flavors including strawberry, raspberry, blueberry, apricot, cherry and concord grape.
- **Chocolate spreads** — No-added-sugar chocolate and chocolate-hazelnut spreads positioned as lower-sugar pantry alternatives.
- **Syrups, baking mixes and snack bars** — An expansion into breakfast and keto-oriented formats; availability varies by market and period.
- **Peanut butter** — A low-carb, no-added-sugar peanut butter introduced alongside the 2022 Series B expansion.
- **Higher-fruit spreads** — A nationwide Whole Foods line with more fruit and no sugar alcohols, offered in strawberry, raspberry, apricot and five-fruit varieties.
- **Mango Habanero Jam** — A sweet-and-spicy no-added-sugar preserve reflecting the brand's Austin chapter and move into trend-led flavors.

## Achievements

- Expanded from an Icelandic sweetener startup to more than 10,000 reported U.S. retail locations by 2026.
- Entered the U.S. market in 2017 and built distribution across roughly 30 countries by 2026.
- Won Delicious Living's 2023 Consumer Choice Gold award for No Added Sugar Strawberry Jam.
- Secured distribution in 3,500 Walmart locations in 2022.
- Launched a nationwide Whole Foods fruit-spread line in 2025.
- Reported 59% year-over-year U.S. retail sales growth in 2026.
- Raised at least $23 million across publicly disclosed 2020 and 2022 rounds.

## Latest updates

- **2025-05** — Introduced a higher-fruit spread line without sugar alcohols nationwide at Whole Foods.
- **2025-12** — Marked one year of its Austin U.S. headquarters and said it was developing more Texas-inspired products.
- **2026-02** — CEO Gardar Stefansson ran the Austin Marathon in a strawberry jam jar costume as a brand activation.
- **2026-06** — Reported more than 10,000 U.S. retail locations, 59% year-over-year retail sales growth and a planned fall Target launch in about 1,200 stores.
- **2026-08** — Launched Mango Habanero Jam, entering the sweet-and-spicy preserves trend.

## Links

- Website: https://goodgoodbrand.com
- LinkedIn: https://www.linkedin.com/company/goodgood-brand
- YouTube: https://www.youtube.com/channel/UCjZik_y2IpSbLKJrmCmk9dw
- Instagram: https://www.instagram.com/goodgoodbrand/
- Facebook: https://www.facebook.com/goodgoodbrand/
- TikTok: https://www.tiktok.com/@goodgoodbrand

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Profile page: https://yespress.io/good-good
Published by YesPress — https://yespress.io
Last updated: 2026-08-22