Nick’s, the ‘No Compromise’ Healthy Snacks Brand, Plots Ambitious US Expansion; Taps Curiosity as First Agency of Record

Sweden’s leading better-for-you ice cream and snack bar company turns to independent Cincinnati agency for unified brand platform across its portfolio

Nick’s, the Swedish “no compromise” brand of healthy-yet-indulgent snacks, has appointed independent agency Curiosity as its first creative Agency of Record as it looks to accelerate growth in the U.S. Known for its craveable, no-added-sugar ice cream, protein bars, and candy bars, Nick’s has tasked Curiosity with building a single unified brand platform for the company stateside as it aims to double its US profitability between 2026 and 2028. 

Nick’s was founded in 2017 by Niclas “Nick” Luthman after the Swedish entrepreneur and health enthusiast was diagnosed as pre-diabetic. Based on the idea that indulgence and nutrition shouldn’t be at odds, the brand quickly disrupted the Nordic snacking market with its science-backed approach, delivering ice cream and snack bars that don’t force consumers to choose between taste and wellness. Today, Nick’s operates globally with particularly strong footholds in the Nordics and Poland. 

Nick’s entered the US shortly after its founding and has steadily expanded its distribution with products available in Publix, Kroger, Wegmans, and on Amazon, among other retailers. Ice cream accounts for approximately 75% of the brand’s US sales, while its European sales are driven primarily by its protein and snack bars. The brand has also benefitted from some high-profile cultural endorsements in the US, including a 2024 partnership with the Kardashians. 

Under the new partnership, Curiosity will develop a brand platform that unites the company’s ice cream and bar businesses, designed to elevate Nick’s into a lifestyle brand that resonates with Millennials and Gen Z. Work will span social, shopper, and cultural activations, with the first initiative set to debut in early 2026. 

Nick’s awarded the business to Curiosity after meeting with multiple shops through an internally managed process. The agency stood out for its experience helping other challenger brands like DUDE Wipes, Zevo and Native achieve scale.

“Nick’s is more than just a snack brand—it’s a way to show Americans that healthy snacking can be fun, craveable, and unapologetically bold,” said Johanna Strand, VP Brand at Nick’s. “We’re thrilled to work with Curiosity, who have been a key part of so many challenger brand success stories like DUDE Wipes, Native and Zevo to help us bring the full Nick’s experience stateside in a way that’s playful, smart, and totally our style.”

The win adds to Curiosity’s strong 2025 new-business momentum, including recent assignments from General Mills’ Blue Buffalo, Splenda, and Clean Cult.

“Nick’s is a brand on a mission to make ice cream and bars that are craveable, nutritious, and part of culture. That’s the kind of challenger mindset we love and thrive with and we look forward to raising the brand profile in the US market,” said Ashley Walters, Partner and CMO at Curiosity.

Source: Curiosity

  Ashley Walters, Curiosity, Ice Cream, Nick’s, Snack Bar