Our story

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.

Our journey

  • 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.

  • 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.”

  • 2018


    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.

  • 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.

  • 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.


    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.