3PL wins three-year fulfilment deal with GOOD GOOD

3PL has signed a three-year fulfilment partnership with food brand GOOD GOOD for the UK market.

Under the deal, 3PL will manage multi-channel fulfilment for GOOD GOOD across direct-to-consumer eCommerce, Amazon Seller Fulfiled Prime and wholesale distribution into Holland & Barrett.

GOOD GOOD was founded in Reykjavík in 2015 by Gardar Stefansson, Agnar Lemacks and Johann Kristjansson. It began with no-sugar sweeteners and has since expanded into jams, spreads, keto bars and syrups sold in supermarkets and online across several international markets.

The partnership adds GOOD GOOD to 3PL's food and drink customer base under its 3PL Flex service, aimed at businesses selling through both consumer and trade channels. The service is intended to support the brand's warehousing and fulfilment needs as it grows in Britain.

Compliance focus

Regulatory compliance was a key factor in the selection process. GOOD GOOD had been looking for a logistics partner authorised to operate as a fulfilment house in the UK after previous difficulties with compliance and communication.

3PL's warehousing is accredited under the Fulfilment House Due Diligence Scheme and holds ISO 9001 quality management certification. Its ability to support six-day fulfilment for Amazon Seller Fulfiled Prime also helped secure the agreement.

The partnership highlights the operational demands on consumer food brands selling across multiple channels. Orders from a brand's own website, Amazon and wholesale customers often require different workflows, stock allocation and delivery standards, especially when retailers and distributors impose their own handling rules.

For GOOD GOOD, the UK remains an important market within a broader international footprint spanning North America and Europe. The company has built its brand around products made with ingredients and sweeteners such as stevia and erythritol instead of added sugar, positioning itself in the growing lower-sugar pantry category as shoppers seek alternatives to traditional confectionery and spreads.

Order management

The contract will be supported by 3PL's 3PL Fusion platform, which integrates order and stock management across the client's systems. The platform provides visibility over inventory, order processing, vendor management, Amazon Seller Fulfiled Prime activity and returns.

This setup is designed to give GOOD GOOD a single fulfilment operation for both consumer and business orders, rather than relying on separate providers or fragmented stock pools. That can reduce the risk of inventory mismatches between sales channels and simplify communication with retailers and marketplaces.

The relationship also underlines the role of fulfilment specialists in helping overseas consumer brands establish or expand a presence in Britain without building their own local warehousing operations. For food businesses in particular, the compliance burden and service expectations of large retailers can make outsourced logistics a more practical route into the market.

Amazon Seller Fulfiled Prime remains one of the more demanding channels because merchants must meet delivery and service requirements while shipping from their own network rather than through Amazon's fulfilment centres. A provider able to support six-day operations can therefore be important for brands trying to maintain marketplace performance while also serving direct shoppers and wholesale accounts.

Holland & Barrett's inclusion in the agreement suggests GOOD GOOD wants to manage specialist retail distribution alongside eCommerce growth through one logistics partner. Combining those channels in a single arrangement can improve stock control, though it also increases the need for accurate systems and consistent service levels.

Steve Rigby, Head of Fulfilment and Delivery at 3PL, said: "We're delighted to welcome GOOD GOOD to our growing portfolio of ambient food and drink brands. By acting as a single fulfilment partner across both their D2C and B2B channels, we're able to simplify operations and give the team complete confidence in their logistics."

"With our fulfilment platform 3PL Fusion integrating directly into their systems, all orders flow seamlessly while stock levels are updated in real time, meaning GOOD GOOD can stay focused on maintaining healthy inventory levels and driving growth in the UK market."