How Good Good Found Its Sweet Spot — And Thousands of Retail Doors
About this episode
Gardar Stefansson discusses the evolution of Good Good from a stevia startup to a successful no-added-sugar jam brand.
Most jam brands are built on sugar. Good Good built a business by taking it out. In this episode, Good Good founder and CEO Gardar Stefansson discusses how the Icelandic brand evolved from a struggling stevia startup into a rapidly growing platform of no-added-sugar spreads now sold in approximately 10,000 U.S. stores and 30 countries worldwide. He shares lessons from scaling across major retailers, navigating pricing and promotions, developing products consumers love, and building a premium brand in an increasingly competitive category. Gardar also explains why packaging is a company's most powerful marketing asset and why getting consumers to try your product remains the key to driving repeat purchases and long-term growth. Show notes: 0:20: Gardar Stefansson, Co-Founder & CEO, Good Good – Gardar discusses the origins of Good Good, which launched in 2016 as a stevia sweetener company before pivoting to a no-added-sugar jam recipe that ultimately became the foundation of the business. He explains how "No Added Sugar" evolved into the brand's core message and describes Good Good's growth strategy as it expanded across retail channels including Whole Foods, Costco, Walmart, and…
People in this episode
Guest: Gardar Stefansson
Topics covered
- no-added-sugar
- jam brands
- retail strategy
- product development
- marketing
- consumer behavior
Mentioned in this episode
Organizations: Good Good, Whole Foods, Costco, Walmart, Amazon
Places: Iceland, U.S., 30 countries
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