UK challenger brand Good Guys Bakehouse is poised to accelerate its growth trajectory following its first international distribution agreement. The company, known for its savory biscuits, was founded just outside London and initially launched its products on the e-commerce platform Amazon in late 2021. Since then, it has secured listings with prominent UK retailers such as Sainsbury’s and Ocado.
Recently, Good Guys Bakehouse marked its entry into the European market by partnering with Albert Heijn, the largest supermarket chain in the Netherlands. This strategic move is expected to enhance the brand’s visibility and customer base across the continent.
Founder Steve Monk, previously an executive at snacking powerhouse Pladis, is enthusiastic about the brand’s positioning within the “accessible mass premium” sector. He believes there is significant potential to disrupt a category that has remained stagnant for too long.
“A lot of what is offered in this category is not healthy at all and we saw a gap in the market for healthy snack biscuits,” he explained. Monk noted the inadequate investment from established players in this space, highlighting the need for a brand that resonates with younger consumers.
In line with its growth ambitions, the company recently expanded its product line with the launch of Good Guys Paprika Biscuit Melts. Earlier this year, Good Guys Bakehouse raised £550,000 (approximately $707,777) from a group of angel investors, underscoring confidence in its business model.
Monk identifies the brand’s unique selling proposition as providing a healthier snacking alternative. He emphasized, “Our biscuits only use real ingredients which are baked in rather than having flavours sprayed on, and that means they contain half the fat of our competitor brands.”
As consumer preferences continue to evolve, a new generation of shoppers is gravitating towards the savory biscuits aisle in search of healthier, more enjoyable options. Monk stated, “Our job is to bring new people in,” emphasizing the company’s intent to broaden its customer base.
Looking ahead, Monk indicated that additional listings are anticipated in the first quarter of next year with major UK and Irish supermarkets. However, he noted that Good Guys is not rushing into securing further international agreements at this stage, as the primary focus remains on nurturing the relationships with newly acquired customers. “An opportunity exists for us in major international markets, but we won’t be knocking on doors just yet,” he added.
The business, which achieved a ‘run rate’ of £500,000 this year, is now targeting net sales between £1 million and £1.5 million for the next financial year. Monk affirmed, “We are delivering attractive margins even as a small player. We are building the brand in the right way.”
In addition to its product developments, Good Guys Bakehouse aligns its strategy with current food and beverage industry trends, focusing on the growing consumer demand for healthier snacks. As such, it is well-positioned to capture the attention of health-conscious shoppers looking for nutritious options in the food and drink business.
