Good Good Closes $2M Funding Round

Good Good
Good Good’s New Keto-Friendly Pancake & Waffle Mix

Good Good, a Reykjavik, Iceland-based brand known for its no added sugar products including jams, spreads, keto bars, and natural sweeteners, closed a $2m Series A follow-up round.

The round was led by current investors Icepharma, K2B Investments, and Aton.JL.

The company intends to use the funds to scale production and new product innovation efforts, as well as to develop its online and offline sales channels.

Founded in 2015 by Gardar Stefansson, Agnar Lemacks and Johann Kristjansson  Good Good makes sweet products that are diabetic-friendly and made with natural ingredients. Its roster of products, which now includes multiple flavors of jams, spreads, keto bars, syrups, and natural sweeteners, can be found globally at over 8,500 physical retail locations, on various online retailer sites – including and – and on its own website.

This funding news coincides with the launch of the brand’s newest no added sugar, keto-friendly product: Pancake & Waffle Mix.