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.
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2014
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.
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2017
2017
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.”
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2018
Launch
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.
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2019
2019
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.
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2020
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.
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TODAY
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.
