Jnck Bakery launches non-HFSS, 90% less sugar cookie range

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 per cent less sugar, 50 per cent 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 a bespoke, low sugar, protein chocolate. They do not include any palm oil and are sold in fully recyclable packaging.

The range has already received a Gold Award for Product Innovation at LUNCH!, the Food and Drink Award at the Entrepreneur Show, and 2x finalist places in the World Food Innovation Awards 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.

“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,” said Alex.

Brother and co-founder Sean adds: “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 Cookies have RSP of £1.99 – £2.60.