Good Guys 8xPacks. Real Cheddar, 60% Less Fat. Tasty, Melty, Low Calorie Snacks Biscuits. Healthy Cheddars cheese crackers. 8x50g packs - 39 biscuits per pack

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Thanks to Jason Gibb, Tara Mei and the full Bread and Jam team for another outstanding #breadjamfest #sme #fmcg #foodandbeverage Monk said his mission with Good Guys was to “bring much-needed innovation to grow the savoury biscuits category”. Weighing in at just five calories per ‘melt’, they are claimed to contain 50% less fat than regular savoury biscuits. Good Guys Bakehouse has been founded by United Biscuits and Pernod Ricard veteran Steve Monk, who said his mission with the new brand is to bring innovation and growth to the savoury biscuits category.

For me, the key theme to take out was freedom - a key driver for brand founders, but not always achieved in practice. Eleanor Barns-Graham, Tom Forsythe, and Eleanor Pinfield shared insights from the grocery retail perspective and D&I programmes that are actively championing freedom for under-represented groups to better achieve success as food and drinks entrepreneurs. Andy Shovel, Sahil Verma, and David Abrahamovitch spoke brilliantly on the importance of partnering the the right long term investors, selecting investors with the right fit and understanding of your business - elevating the relationship and positioning yourself as an entrepreneur to gain the best value and freedom in maintaining control. Charlie Bigham laid out a clear mantra that profitability = freedom, and consumers see value in premium brands that deliver quality at the right cost.