Good Guys Bakehouse expands Savoury Biscuit Melts line

October 24, 2024 Editor

Good Guys Bakehouse has introduced its new Paprika Biscuit Melts and is accelerating its expansion into the European market through a partnership with Albert Heijn.

Good Buys Paprika Biscuit Melts (made with paprika, chilli powder, and a touch of cheese) is the latest addition to brand’s product lineup, which is making waves in the savoury biscuits category, tapping into the opportunity for tastier, lighter, snackable biscuits.

The brand, which raised £550k earlier this year from heavyweight FMCG angel investors, has also scaled up retail growth in Europe with a launch into Albert Heijn, the largest supermarket chain in the Netherlands.

In the UK, Good Guys is listed at Sainsbury’s and Ocado, with significant retail growth in the pipeline.

Steve Monk, founder of Good Guys Bakehouse, says: “What we’ve created with our Biscuit Melts is completely unique to the category. They’re biscuits designed for snacking, being crispier, lighter, and more moreish than anything else on the shelf.

“A new generation of shoppers are heading to the savoury biscuits aisle looking for healthier, tastier, more snackable options, and as a brand we’re delivering this.

“Made for ‘sofa grazing’ without the guilt, our New Paprika Melts are baked with paprika, chilli powder, a touch of real cheese and absolutely no palm oil, resulting in a biscuit that not only tastes real, but is lower in fat and calories too.

“As a brand, we’re breaking the boundary between biscuits and snacks, creating new occasions for the category, which is really exciting.”

Steve Monk continues: “As the largest supermarket chain in the Netherlands, our Albert Heijn listing is a huge milestone for business. Alongside our listings with Sainsbury’s and Ocado, 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.”