Snacking biscuit challenger brand Good Guys Bakehouse has expanded its Savoury Biscuit Melts range.
The business, which recently secured a £550k investment, has unveiled a new Seriously Snackable Paprika melt made with paprika, chilli powder, and a touch of cheese (rsp: £1.75).
Good Guys said the Biscuits Melt range is tapping into the opportunity for tastier, lighter, snackable biscuits.
“What we’ve created with Biscuit Melts is completely unique to the category,” explained Good Guys Bakehouse founder Steve Monk. “They’re biscuits designed for snacking, being crispier, lighter, and more moreish than anything else on the shelf.
“We’re breaking the boundary between biscuits and snacks, creating new occasions for the category, which is really exciting,” Monk added.
Good Guys is listed at Sainsbury’s and Ocado in the UK, and has recently rolled out to Albert Heijn, the largest supermarket chain in the Netherlands.
Monk described the Albert Heijn launch as a huge milestone for the business: “We’re in a strong position to grow our grocery presence in the UK and Europe over the next six months, driving distribution and opening up new listings.
“With further NPD to come over the next few months, we’re on track to not only scale up our own business, but to reinvigorate savoury biscuits category growth too.”
The expansion follows the £550k investment from three FMCG angel investors: Nick Bunker, non-executive chair of Spar Retail UK and former MD of Pladis UK and KP Snacks; David Bell, chair of Hackney Gelato and ex-vice president of sales at Mars UK; and Tom Carroll, ex-COO of Graze.
At the time, Bunker said: “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.”
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