Hard Pivot to the Fastest Growing Spread Brand | Gardar Stefansson, GOOD GOOD

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. —---------------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—---------------Table of Contents:00:49:14 – Origin story, the big pivot03:47:10 – R&D and formulation06:41:29 – Sweetener testing09:25:25 – Learning lessons from previous CPG experience12:53:18 – Brand identity and packaging design17:41:26 – Amazon24:08:26 – Expanding into retail29:19:27 – Capturing more shelf space32:41:09 – Kroger, H-E-B, Publix37:12:24 – Trends Garðar is watching—---------------Links:GOOD GOOD - https://goodgoodbrand.comFollow 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.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.