Quick bites: Can a no-sugar-added snack truly be irresistible?
NICK’s – like many other startups – was borne from a personal need. After being diagnosed as pre-diabetic, Niclas Luthman found himself craving the snacks he loved, only to realise how limited and uninspired the no-sugar-added options were.
Being a mechanical engineer by trade, his self-taught food engineering skills paid off after thousands of experiments. In 2014, motivated to fill the gap, he started on a path to create tasty treats for all consumers to enjoy. The product line - including keto protein, nut bars, candy bars and ice cream novelties - quickly captivated consumers across Sweden, breaking into the competitive US market in 2019.
From creamy, sugar-free light ice cream to protein bars that genuinely taste like candy, NICK'S prides itself on offering a true alternative in a crowded market, proving snackers don’t have to sacrifice flavour for health.
The company’s marketing approach is just as bold as its flavour profiles: a Kardashian collaboration, a nationwide sampling truck tour and high-profile influencer partnerships reflect the brand’s energetic approach to connecting with new fans. With growing interest in no-sugar, keto-friendly options that actually deliver on flavour, NICK'S is winning over Americans who are ready to embrace a healthier way of indulging.
How does NICK'S stand out in the highly competitive snacks market, particularly with its focus on no-sugar-added?
While it’s a very busy category, for anyone looking for a super tasty option without the added sugars, the options are actually quite limited. I know, because this is what motivated me to launch NICK'S.
The no added sugar options were tasteless and boring, so I made something different.
We are also facing massive health issues with diabetes that keeps increasing and we want people to be healthier without compromising on the taste.
What sets us apart is our incredible taste. The experience of indulging in our creamy ice cream or protein bars is delicious, it’s craveable and surprising. Why? Because who thought foods with added sugar could taste so good?
Protein bars that truly taste like candy. Ice cream that’s as sweet and creamy as traditional ice cream. Once you try NICK'S you’ll understand what I’m talking about.
In a crowded market where everyone’s trying to be healthy, we’re making it fun, too. No trade-offs, no sacrifices, just shockingly tasty treats that won’t spike your sugar levels.
How has the transition been in bringing the Swedish snack brand to the US market?
It’s been great. This country is massive and each region is so different.
We entered the US market in 2019 and already we’re in roughly 15,000 doors. In fact, we are among the top 10 most sold ice cream pints. Retailers see the need for products like ours and the reception has been fantastic.
We’ve also seen that American’s are curious about our Swedish products, especially with the Swedish candy hype and when they try it, they love it.
To get the word out, we’re sampling as much as we can and the feedback has been overwhelmingly positive. We’re also having loads of fun bringing over our fun and flirty marketing campaigns that push the boundaries.
Your recent collaboration with the Kardashians and influencer pop-ups has garnered significant attention. How important is influencer marketing for you?
Influencer marketing is a key part of our marketing strategy. Our target audience looks to influencers for their recommendations, so using them to raise awareness and showcase our products with their loyal followers is super important.
Influencer marketing is also growing so quickly with an enormous pool of influencers. However, we are very careful and selective when it comes to whom we work with: it’s so important to us that they’re a true fan of the brand and our products, and that they align with our values.
The Kardashian collab was an incredible opportunity to work with such an iconic duo – Kris and Khloé – to generate buzz and raise awareness in an impactful way.
But of course, it’s not just the Kardashians: we also work with small and medium sized influencers to connect with people across the globe.
We love finding influencers who naturally reflect our savvy, flirty brand and integrate our brand into their content in an authentic way.
What sets NICK’S apart from other brands?
We eliminate the gap between indulgent & healthy, through food innovation, to empower more people to make better food choices.
And as I said before, of course, our taste.
Aside from that we simply love to have fun. We believe there are too many other stressors in life to let food be stressful, too, so we do our best to rise above the diet talk – especially the sugar shame – to simply celebrate whatever tastes good.
While we are a better-for-you, no added sugar brand, we don’t belittle those consumers who might prefer traditional ice cream. Life’s too short for that. We simply believe food should taste great, whether or not you want sugar.
We try to keep the vibe positive, fun, and light.
What other brands are you most jealous of and why?
We love brands that move away from conventional and really get creative in how they show up. Brands like Liquid Death, Red Bull, Coke Zero all come to mind as inspirational and brands that have redefined their categories.
What’s next for NICK’S in terms of expansion or product offerings?
Something massive, but you’ll just have to wait and find out. Keep an eye on the shelves in 2025 for something bright and bold.
We’ve also got loads in the works with our innovation team …
