Ground-breaking new range of healthy yet indulgent cookies launched in UK

Jnck Bakery is set to revolutionise the sweet snacking and fresh bakery markets with the launch of its range of delicious cookies, which have 90% less sugar, 50% less saturated fat, 3x protein and 5x fibre compared to existing products*.

Founded by brothers Alex and Sean Brassill, the company aims to completely disrupt the cookie sector, by proving that health and indulgence can co-exist. The category-first range of fresh, chewy cookies has been created in response to rising consumer demands for healthier, more sustainable treats** – they have been rated Non-HFSS*** with a nutriscore of zero, using ingredients such as pea protein for satiation, prebiotic fibre for gut health and perhaps most impressively, a bespoke, low sugar, protein chocolate. They do not include any palm oil – and are sold in fully recyclable packaging. The range has already been recognised for its outstanding taste and texture; receiving Gold Award for Product Innovation at LUNCH!, earning the Food and Drink Award at the Entrepreneur Show, and awarded 2x finalist places in the World Food Innovation Awards just this week, in the Low or No and Chilled / Frozen product categories.

Available in four flavours (Milky Chocolate, Trippple Chocolate, White Gold Chocolate and White Ruby Chocolate), the 48g cookies are ideally suited for retail or foodservice, with a distinctive brand design that specifically promotes indulgence and fun. The cookies can be supplied loose in pre-baked or unbaked cases of 24, or pre-baked in single and multipacks. The range is already listed with GoPuff, with further products already developed to add to the range later this year.

Almost two years of research went into the development of the cookies, led by Alex, a biomedical scientist who was head of NPD for the Nutrition Division at The Hut Group, owning innovation pipelines for MyProtein, MyVegan and MyVitamins. Alongside a team of PhD scientists and specialists in bakery and sports nutrition, he combined traditional fresh baking methods with cutting edge sweetness modulation technology – with over 2,500 documented trials and taste tests to create the perfect end results.

Comments Alex: “The growth of the protein snacks market shows there is a demand for a much healthier approach to grab and go food, but we felt strongly that we could create products that still tasted, felt and looked like indulgent treats, as opposed to high-protein gym products. Our cutting-edge sweetness modulation means Jnck Bakery products deliver without all the sugar and fat: no mean feat, as these elements bring so much more than just taste and texture. We have used a range of techniques to develop the desired high quality, sweet, chewy, crunchy, cookie. And by tripling the protein and adding prebiotic fibre, we have enhanced the nutrition and looked after gut health. The results have to be tasted to be believed, and we are delighted to bring these products to market.”

Brother and co-founder Sean adds: “We believe the food industry has to take more accountability for improving the nutrition of the nation – but that doesn’t mean people should be denied tasty treats. Market-leaders in other sectors such as crisps and doughnuts are all making great strides in healthier eating – but the cookies sector has remained relatively stagnant. Jnck Bakery will change this: we believe we can remove 800 tonnes of sugar from the UK supply chain over the next three years – and that’s just the start!”

Jnck Bakery successfully completed a seed funding round earlier this year, with an investor group including the Global Partnerships Director at Gymshark, an international sports star, previous Managing Director from Accenture and Strategic Partnerships Director at Krispy Kreme. Jnck Bakery is already in talks with a number of retailers and foodservice operators as it looks to pursue its vision of making the UK – and the world – a healthier and happier place.

Jnck Bakery Cookies have RSP of £1.99 – £2.60.

* Compared with supermarket and foodservice cookies currently on sale in the UK – 100g v 100g

** “85% of UK consumers want to eat healthier” – Graze

***High fat, sugar, salt

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