UK challenger brand Good Guys Bakehouse is aiming to supercharge growth after signing its first deal with a customer outside its domestic market.
The savoury biscuits manufacturer, based just outside London, started out selling its products via e-commerce giant Amazon in late 2021. It since won listings with UK grocery major Sainsbury’s and online retailer Ocado.
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Now Good Guys Bakehouse has made its first foray into markets on the Continent with a launch into Albert Heijn, the largest supermarket chain in the Netherlands.
Founder Steve Monk, a former executive with snacking giant Pladis, owned by Turkey’s Yildiz Holding, is confident that an offering in what he describes as the “accessible mass premium” area will shake up a category he suggests is in need of disrupting.
“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 said.
“There has been a lack of major investment in this category from the main players and we wanted to bring in a brand that appeals to the younger consumer.”
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By GlobalDataThe business, which has recently added to its range with the launch of Good Guys Paprika Biscuit Melts, raised £550,000 ($707,777) earlier this year from a group of angel investors.
Monk sees the brand’s USP as offering a healthier snacking alternative to what exists in the market.
“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,” he said.
“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.”
Monk said volumes are growing from sales to consumers who “may have gone down the aisle looking for rice crackers”.
He added: “Our job is to bring new people in.”
Monk revealed new listings are likely to be announced in the first quarter of next year with major UK and Irish grocers but said Good Guys will not be rushing to tie up more overseas deals at this stage.
“An opportunity exists for us in major international markets but we won’t be knocking on doors just yet. The big job is to develop the customers we’ve just landed,” he told Just Food.
Monk said the business, which had a ‘run rate’ of £500,000 this year is targeting £1m to £1.5m in net sales next year.
“We are delivering attractive margins even as a small player,” he said. “We are building the brand in the right way.”
