Our mission is to create sugar-free but sweet options for families and individuals who want sweetness in their lives, without the sugar.

Our story

The Good Good story begins in 2015 with three friends in Iceland discussing diet and modern lifestyle problems. Two of them had close relatives with type 2 diabetes and all three were very concerned with the immense amount of sugar ingested by the modern diet. Every meal seemed to be full of sugar.

The revelation was that a lot of people simply aren’t ready or able to change their diet or make drastic lifestyle changes. They also agreed that many consumers aren’t happy with health section options which often don’t “taste right” and require a change in the way they eat.

They realized that finding a way to satisfy people’s sweet cravings without compromising taste could actually have immense health benefits and revolutionize millions of people’s lives.

This spawned an inspection into the world of natural sweeteners. After a lot of experimenting beginning with table sweeteners, the three friends founded Good Good, evolving onto jams, spreads and finally nutrition bars.

Bringing a Nordic mentality to the table the approach is simple and minimalistic; few main ingredients, authentic, satisfying taste with selected natural sweeteners and absolutely no added sugars.

The three friends have since been hard at work trying to change they way we enjoy sweet taste without removing the sweetness. Good Good has since gone on to find its place with like minded around the world, now found in 2,500 stores in 16 countries.

- Co-Founders of Good Good: Agnar, Gardar & Johann

BRC Certificate
GOOD GOOD holds a certificate for BRC Global Standard for Agents and Brokers and is audited in regard of a product safety plan covering the operations the company. The BRC standard is a framework for managing product safety, quality and legality of the company. The standard provides a critical link in the movement and trade of products, and supplier product safety and quality standards, as well as maintaining an effective chain of traceability.
Something went wrong, please contact us!
Your cart (0)
I’m looking for..