About Us
In the Beginning
Concerned about their family and friends health as well as their own, the soon-to-be founders of GOOD GOOD wanted to find healthier eating options.
As they searched the shelves, they were unable to find healthier options that matched the taste of their sugary counterparts. They decided to set a standard to raise the taste of no added sugar foods, by producing high-quality and naturally derived sweeteners, substitutable with sugar.
Our Inspiration
At first, GOOD GOOD only produced natural sweeteners, stevia drops & tabletop erythritol and stevia blend. Taking inspiration from their heritage they started making jams in their own kitchen using stevia and erythritol instead of sugar. After a while, they mastered the recipe and ended up with what we now know as our beloved GOOD GOOD jam.
Building a Better Future
Our products empower our consumers to lead healthier lifestyles, and we are also committed to promoting a healthier planet. After removing plastic from our packaging, we're continually raising the bar. This marks a significant milestone for GOOD GOOD as we take key steps toward creating a more sustainable future for our planet and communities. Explore our comprehensive Sustainability Policy.
Our Growth
Now that the concept of GOOD GOOD was taking on a new form – moving away from focusing on stevia drops and into more innovative grounds, they promised to never lose sight of the value of GOOD GOOD – to make the best tasting and healthy no-added sugar products.
With endless tries and tests, out of the box thinking, and the growing pains of a new, fast-growing company, our product range has grown exponentially, and are sold in 10,000+ stores all around the world.
Pictured our GOOD GOOD Co-founders: Agnar, Gardar & Johann
Our People First
Since our inception, GOOD GOOD has been committed to delivering on our promise of innovating good tasting, good for you, pantry staples with unparalleled quality and customer experience. To consistently deliver on this promise, we understand above all else, we must prioritize the wellbeing of our employees. The small but mighty team who are the backbone of our success and innovation.