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On this episode, we’re joined by Gardar Stefansson, Co-founder & CEO of GOOD GOOD - the fastest-growing spread brand in the U.S.
Born in Iceland, GOOD GOOD offers no-added-sugar, fruit-first jams, jellies, chocolate spreads, and a vegan lemon curd, among others.
Gardar shares how a looming write-off in a stevia/erythritol drops business sparked the pivot to spreads. He lays out the playbook on formulation, packaging that signals “indulgent but better,” moving from Amazon discovery to national retail, and what it actually takes to earn and hold more facings in conventional grocery.
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Episode Highlights:
🍓 The “inventory crisis” that led to GOOD GOOD’s jam breakthrough
🧪 The R&D journey
🥄 Alternative sweeteners
🧂 Lessons from prior CPG ventures
📦 Packaging & claims that drive trial and repeat without confusing shoppers
🛍️ Amazon as the first wedge, and what still works there in 2025
🏪 Translating ecomm proof into retail wins and cleaner resets
🧱 How to capture shelf space over time
🛒 Kroger, H-E-B, Publix - how to win
📈 Trends
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Table of Contents:
00:49:14 – Origin story, the big pivot
03:47:10 – R&D and formulation
06:41:29 – Sweetener testing
09:25:25 – Learning lessons from previous CPG experience
12:53:18 – Brand identity and packaging design
17:41:26 – Amazon
24:08:26 – Expanding into retail
29:19:27 – Capturing more shelf space
32:41:09 – Kroger, H-E-B, Publix
37:12:24 – Trends Garðar is watching
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Links:
GOOD GOOD - https://goodgoodbrand.com
Follow Garðar on LinkedIn - https://www.linkedin.com/in/gardar-stefansson/
Follow me on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg/
For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.
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