No-added sugar brand GOOD GOOD closes $20M round of funding
GOOD GOOD, the Icelandic breakfast & brunch brand known for its no-added sugar products, including jams, spreads, keto bars, and natural sweeteners, has announced the closing of a $20 million Series B round of investments led by SÍA, a private equity group in Iceland, along with additional private investors. This news coincides with the launch of the brand's low carb, no-added sugar Peanut Butter product, and recently acquired distribution into 3,500 Walmart locations with its line of Strawberry and Raspberry Jams, Concord Grape Jelly, and Chocolate Spread.
"We first met the GOOD GOOD team in 2019 and were impressed by their initial success and data-driven approach," said Heidar Ingi Olafsson, SÍA IV managing director. "Having kept an eye on the company since, we've been thrilled with their ability to innovate and execute on their brand vision. We are excited to have participated in GOOD GOOD's recent share offering and look forward to working with its co-founders, Agnar, Gardar, and Jóhann to bring the business to its full potential."