In 2014, Niclas “Nick” Luthman, co-founder of LUB Foods, was diagnosed as a pre-diabetic, so he was forced to change his diet and lifestyle.
Nick obsessively learned about nutrition and started following a strict low-carb, anti-inflammatory diet, basically a keto diet long before the word was trendy. Eventually, he was able to get his health under control, but the diet was boring: He missed all the foods and snacks he loved.
Pioneering a new delicious
A mechanical engineer by trade, Nick’s self-taught food engineering skills paid off after thousands of experiments. He started on a path to tasty treats that didn’t need to compromise flavor for healthiness.
Nick turns down the offer of Chief Food Engineer for the Swedish Space Agency. His famous response, “It’s Earth that needs tasty no-sugar-added treats.”
How hard could the confectionery business be, right? Nick gathered friends and food scientists, all with a passion for sweets, ice cream and health, and launched Nick’s. It was hard work! But mighty tasty.
Nick’s starts to distribute outside of Sweden. Markets such as France and Germany. We became the best-selling foreign brand on Amazon UK. Our product portfolio expanded with more product, like our amazing ice cream. Creamy and simply wonderful.
The land of the brave
US here we come! Nick’s is introduced on the American market with Swedish-style light ice cream. Pints filled with love, cookie dough and with low calories.
Winning the market
Over the next few years, Nick didn’t get much sleep and Nick’s became a world leader in sugar replacement. The trick? Make it tasty! Tasty, healthy, no-compromise treats that can compete with even the biggest brands.