Below is our recent interview with Jordian Farahani, Marketing Manager – Brand & Digital Strategy at GOOD GOOD:
Q: Could you provide our readers with a brief introduction to your company?
A: GOOD GOOD™ is a modern premium food company built for change. We were born in Reykjavik, Iceland as a natural sweetener company in 2015. We set sail for foreign markets with our Jam line in 2017. Present in 36 countries, available online, and in store at over 10,000+ locations. GOOD GOOD has 8 product lines, and 35+ items, and currently we are the fastest growing jam brand in the US (1) (2). We are active innovators and constantly updating our ingredient formulations with emerging ingredient science. Since day one our promise to consumers has been natural ingredients and free from added sugar.
(1)Spins: Dollar sales growth vs. YA of top 30 brands, MULO YTD 7/10/2022
(2)Spins: Unit sales growth vs. YA of top 45 brands, MULO YTD 7/10/2022
Q: Any highlights on your recent announcement?
A: GOOD GOODs latest product innovation is our Peanut Butter spreads. Our soft launch with customer feedback was incredibly well received. So we streamlined our go-to-market strategy to make this available now to the US market online in two flavors, crunchy and creamy. Extremely proud of how this product turned out, our goal was to deliver a modern-day classic for true peanut butter lovers out there who manage their sugar intake.
Q: Can you give us more insights into your offering?
A: With this innovation we had to think outside the box to get a hint of sweetness, keep the carbs low, and stay true to the definition of a real peanut butter. (ie, needs to contain 90% or more peanuts). All the while, staying true to the brand promise – natural ingredients, and free from added sugar.
Infusing the product with dietary fibers by using halal chicory root gives a hint of sweetness. Next we sourced our peanuts specifically from the U.S.A as they have a lower carb count to peanuts sourced in from other regions (ie, china, argentina).
Our peanuts are roasted as part of our processing which offers a unique and healthy effect. We found that roasting peanuts boosts the powerful antioxidant effects of ‘Coumaric Acid’ (some research suggests a 22% increase in the production of the effect).
One of the best parts is the product supports various food lifestyles – plant-based, ketogenic diet, diabetes management, dairy, and gluten free.
Q: What can we expect from your company in next 6 months? What are your plans?
A: We just introduced our PB to the US market and we will be bringing to EU and Canada. Our new website also launched last week whereas we are emphasizing on educational engagement and building great customer relationships. We are participating in many programs to build brand awareness and will be launching some natural no added sugar “highly secret” products in the next couple of months.
Q: What is the best thing about your company that people might not know about?
A: Well, the first thing that people notice, especially when we start talking, is that we are Icelandic based company. We are born in Reykjavik, Iceland in 2015 and we have been innovating and scaling our operations every since. We build our outreach on Icelandic grit, whereas we use what we have at hand and are adaptable to any kind of harsh situations their might be, and build long term strategic relationships on mutual trust and honesty. We are minimalistic in our innovation process, relying on few good natural ingredients and as always free from added sugars. We are weird and nice, and we embrace it 🙂