North East vegan snacks firm gets taste of global market with overseas investment

Two Newcastle-based entrepreneurs have secured an international investment deal for their vegan snacks brand.

Cheeky P’s, which was founded by sibling duo Gregory and Gracia Goh, has secured an investment deal with Spanish food group Dacsa, along with a number of angel investors.

Originally from Malaysia, Gregory and Gracia established the snack brand with support from Newcastle University START UP in 2018, which specialises in vegan high-protein chickpea snacks.

The firm has gone on to secure deals with multiple national distributors such as Epicurium to supply to health stores, convenience stores, farm shops and pubs around the UK, as well as being stocked by retailers including Ocado and CentreParcs.

Cheeky P’s co-founder Gregory Goh commented: “This investment will not only allow us to create new products, but with Dacsa on board we will have support beyond the financial investment to help accelerate growth to the next level.

“We can really focus on building our brand and expanding our product range to support the increasing appetite for healthier plant-based snacks. It is a rapidly growing market, to which our innovative products are ideally suited, and I am very excited about what the future holds for Cheeky P’s.

Local firm Muckle LLP supported the startup to secure the Dasca investment, led by senior associate Amy Wanless.

Gregory continued: “Amy and her team at Muckle have been absolutely fantastic throughout this whole process. Their knowledge, expertise and strong advice have been invaluable in delivering this pivotal deal.”

Amy Wanless, Muckle senior associate, added: “Gregory and Gracia have built a brilliant business with huge growth potential and we were delighted to help. We were able to spend time getting to know the business and its goals to support them with some key strategic decisions in the build up to the deal.

“Given just how tasty these healthy snacks are, I am sure the investments together with industry leading support from Dacsa, will be a tremendous catalyst for growth and we’re excited to see the Cheeky P’s brand in even more shops and outlets in the near future.”