Good Guys Bakehouse raises over £500k to accelerate savoury biscuits growth

Snacking biscuit challenger, Good Guys Bakehouse, has raised £550k to fuel retail growth for its biscuit melts range.

The raise was driven by heavyweight FMCG angel investors including Nick Bunker – Non-Exec Chair of Spar Retail UK and ex MD of Pladis UK and KP Snacks, David Bell – Chair of Hackney Gelato and ex VP Sales Mars UK, and Tom Carroll – ex COO of Graze; snack category experts with a wealth of experience in scaling up fast growth brands.

Good Guys, which was founded by ex-United Biscuits General Manager, Steve Monk, rolled its range of wafer based biscuit melts baked with real ingredients into Sainsbury’s and Ocado in January 2023, bringing new shoppers to the savoury biscuits aisle and driving incremental category growth.

The funding will be used on ramping up marketing to drive trial and to support new listings. 

Expanding the team will also be central to business growth, as well as investment in new product development.

Steve Monk, Founder of Good Guys Bakehouse, says:

“Over the past year, we have successfully disrupted an ageing savoury biscuits category, securing major listings with Sainsbury’s and Ocado and attracting younger, health-conscious shoppers to the aisle.

“There’s a clear consumer appetite for tastier and healthier savoury snack biscuits, baked with more cheese than the leading cheese biscuits brand but with only 5 calories per biscuit.

“Now, with a successful investment round complete, we are in a strong position to scale up our grocery presence in the UK, driving distribution and opening up new listings.

“In addition, we’ll be ramping up our marketing efforts, building the team, and growing our product range as we head into the second half of 2024.

“As a brand, we have a unique opportunity to reinvigorate the savoury biscuits category with a new and exciting product proposition, and with the backing of high calibre industry investors, we are perfectly poised to do this.”

Joining Good Guys as Non-Exec Director is industry heavyweight Nick Bunker, ex MD of Pladis UK, who has driven the growth of some of the UK’s leading snack brands.

Nick Bunker, Investor and Non-Executive Director at Good Guys Bakehouse adds:

“Over the course of my career I’ve been involved with a number of brands that have demonstrated genuine potential to go the distance. Good Guys is one of them. This raise is a significant milestone in the brand’s mission to shake up the savoury biscuits category, and with Steve at the helm, we are on course to make Good Guys Bakehouse a household name in the UK and beyond.”

Source: Good Guys Bakehouse

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