Good Guys Bakehouse

Source: Good Guys Bakehouse

Two flavours – Peppered and Cheddar – will roll into Sainsbury’s in January (rsp: £1.75/50g)

Good Guys Bakehouse is set to make its retail debut with a line of savoury biscuits. 

Two flavours – Cheddar and Peppered – will roll into Sainsbury’s in January, with packs comprising 39 biscuit melts (rsp: £1.75/50g).

Weighing in at just five calories per ‘melt’, they are claimed to contain 50% less fat than regular savoury biscuits.

They were “baked to perfection” and made with “generous helpings of real cheddar cheese, chilli powder, black pepper and spices”, said Good Guys.

The business was founded in 2021 by fmcg veteran Steve Monk.

Monk is former GM for savoury and healthier snacks at Pladis; he has also held senior marketing roles at Pernod Ricard, Cadbury Schweppes and Unilever over the past 20 years. 

Monk said his mission with Good Guys was to “bring much-needed innovation to grow the savoury biscuits category”.

“Whilst many shoppers look to savoury biscuits for a wholesome, healthier choice, we found most of the savoury snack biscuits to be high in fat and calories, with this segment offering little to health-conscious consumers.

“Unlike many brands that spray flavourings and extra oils onto their snacks, we simply bake in real ingredients. This means our biscuits don’t just taste real, they’re low in fat and calories too, for guilt-free snacking on the sofa.”