Healthier snacking biscuit challenger, Good Guys Bakehouse, has moved into Sweet Biscuits with a new duo of Sweet Crispy Biscuits, made for sofa grazing.
The launch into Sweet Biscuits is a new move for the brand, which has established itself as a key player in the Savoury Biscuits space, with its Cheddar, Pepper and Paprika Biscuits Melts over-indexing on younger, health-conscious shoppers at Sainsbury’s and Ocado in the UK and Tesco in Ireland.
The New! Good Guys Crispy Biscuits – available in Cocoa and Ginger – are simply baked with generous helpings of cocoa, ginger and cinnamon, and no palm oil. As a result, the crispy, melty biscuits are packed with flavour, low in saturated fat and just 6 calories per biscuit – perfect for evening sofa grazing and sharing.
Founded by Steve Monk (ex-United Biscuits) and backed by snack category heavyweights, the brand is on a mission to put the ‘good’ into the biscuits category, with its range of light and crispy biscuits that are simply baked with real ingredients.
Steve Monk, Founder of Good Guys Bakehouse says: “With our New! Crispy Biscuits, we’re bringing the same level of innovation to the sweet biscuits category that we’ve brought to savoury biscuits.
“We’re breaking boundaries, taking sweet biscuits beyond the tea & coffee break and into evening sofa grazing and sharing, which is currently dominated by crisps and confectionery. With sweet biscuits underperforming vs other snack categories in evening sharing, there’s a clear opportunity for us to lead the way.
“Unlike other sweet biscuits that are high in saturated fat and calories, our new Crispy Biscuits contain less than a quarter of the saturated fat of the leading brand and are just 6 calories per melt. They’re perfect for snacking as they’re crispier and lighter than anything else on the shelf.
“What we’ve created is a moreish, permissible product that really delivers for the new, health-conscious consumer, and that’s exciting.”
Monk continues:“Many of the established players in Sweet Biscuits have tried to win in evening snacking and sharing, without success, as they have offered little for today’s consumers. We’re changing this, offering an HFSS compliant product that’s completely new whilst bringing much needed excitement and incremental growth to the category.”
NEW! Good Guys Bakehouse Cocoa & Ginger Crispy Biscuits launch July 2025. RRP £1.75. Trade prices available on request.
For trade enquiries, contact info@goodguysbakehouse.com
[1] Good Guys Cocoa Biscuit Melts have 2.3g of saturated fat per 100g v the leading sweet biscuit brand with 10.1g of saturated fat per 100g / Good Guys Ginger Biscuit Melts have 1.2g of saturated fat per 100g v the leading ginger biscuit brand with 7.8g of saturated fat per 100g.
