259. Gardar Stefansson (CEO) and Lauren Larsen (Marketing Director) at GOOD GOOD: A Healthier Pantry

Our guests are Gardar Stefánsson, Founder & CEO, and Lauren Larsen, Global Marketing Director at GoodGood, the Icelandic brand disrupting the spreads aisle with no-added-sugar jams, nut butters, and chocolate spreads. What started as a pivot from surplus stevia stock has become a fast-growing business with products now in Europe and major U.S. retailers like Whole Foods, Walmart, and Kroger. With a mission to make everyday pantry staples healthier—without compromising on taste—GoodGood runs a lean, global team and blends data-driven decisions with gut instinct to build a loyal consumer base. Tune in to hear about: How a jam experiment in an Icelandic kitchen sparked a global food brand Why GoodGood's spreads have 88% fewer calories—without cutting flavor The bold move to the U.S. and how it unlocked rapid growth Using smart packaging and cultural insights to win U.S. shoppers Running a $10M+ business with just 15 people and clear OKRs Balancing community-building, authenticity, and data in brand marketing More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian