Savoury biscuits brand Good Guys Bakehouse has kicked off the new year by raising £300k in fresh capital and strengthening its board with a bakery veteran.
Former St Pierre Groupe CEO David Wagstaff joined as non-executive director after taking part in the latest investment round.
Wagstaff brings almost 40 years’ F&B experience to Good Guys following a career spanning roles at McCain Foods, Dairy Crest, Noble Foods and St Pierre Groupe. He is also non-executive chairman at Griddle Bakery and a board member at alternative dairy drinks brand Sproud.
Good Guys will put the latest fundraise – from existing backers and several new angel investors – towards supporting new retail listings and product launches this year.
“We’re delighted to welcome David to our team, and we look forward to benefiting from his strong experience in scaling challenger brands,” said Good Guys founder Steve Monk.
“Good Guys Bakehouse is already performing in the top third of the £700m savoury biscuits category where listed, successfully recruiting younger, healthier consumers – 60% of which are new to the category. We’re looking forward to landing new listings in the UK and international markets in 2026.”
Wagstaff added: “Steve and the team have seen a real gap for innovation in a big category that has changing shopper and consumer demands.
“Good Guys leans into this insight and is bringing products to market that will shake up and rejuvenate a tired category that currently retains many legacy type offerings.
“Once again, it’s challenger brands that can act quickly, gain cut through and win with the changing shopper landscape, delivering on taste and health and tapping into multiple user occasions. It’s truly an exciting time for Good Guys Bakehouse as we look to launch the brand across multiple trade channels.”
Monk, a former United Biscuits general manager, launched Good Guys as a healthier snacking brand in 2021.
Its wafer-based biscuit melts, which clock in at five calories each and 50% less fat than traditional savoury biscuits, offer a non-UPF alternative in the category. Listings currently include Sainsbury’s and Ocado, as well as Tesco in Ireland and Albert Heijn in the Netherlands.
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