Ex-St Pierre Groupe CEO David Wagstaff has invested in fledgling UK firm Good Guys Bakehouse.
Wagstaff took part in a £300,000 ($407,000) funding round at the savoury-biscuits business, which was set up in 2021 by former Pladis executive Steve Monk.
As well as investing in the London-based company, Wagstaff has taken up a non-executive director position.
“I am delighted to have the opportunity to take up an NED/board and investor position with Good Guys Bakehouse,” Wagstaff said on LinkedIn. “Steve Monk has developed a real game changing offering in a category requiring innovation and modernisation and trading on legacy brand propositions.”
Good Guys Bakehouse has listings at Sainsbury and Ocado in the UK, as well as at Tesco in Ireland and Albert Heijn in the Netherlands.
The latest round takes the funding the company has raised to £900,000.
Monk, who remains the firm’s majority shareholder, declined to disclose the company’s annual sales but said: “I can say that where listed, our rate of sale is in the top 30% of the savoury biscuits category.”
He told Just Food Good Guys Bakehouse has more contracts on the horizon in the UK and in overseas markets.
“We are scaling our business firstly by driving the distribution of our successful Good Guys Bakehouse Biscuit Melts with new listings in the pipeline in the UK, Europe, and the Middle East. Secondly, we have developed a very strong pipeline of innovation to continue to grow the savoury biscuits category through recruiting younger, healthier consumers.”
