Good Guys Bakehouse announces new Crispy range

Good Guys Bakehouse, known for its presence in the savoury biscuits category, is launching two new Sweet Crispy Biscuits aimed at casual, at-home snacking.

The move marks the brand’s first entry into sweet biscuits. It previously gained traction in the savoury space with its Cheddar, Pepper, and Paprika Biscuit Melts, which have performed well among younger, health-conscious shoppers at Sainsbury’s and Ocado in the UK and Tesco in Ireland.

The new Sweet Crispy Biscuits, available in Cocoa and Ginger varieties, are baked without palm oil and contain cocoa, ginger, and cinnamon. Each biscuit contains 6 calories and is low in saturated fat. The brand’s stated aim is to produce biscuits made with fewer and simpler ingredients.

Steve Monk, formerly of United Biscuits, and is supported by investors with experience in the snack sector. 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.

“What we’ve created is a moreish, permissible product that really delivers for the new, health-conscious consumer, and that’s exciting.”

The Cocoa and Ginger Crispy Biscuits are set to launch in July 2025, with a recommended retail price of £1.75. Trade pricing is available upon request.

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