Jnck Bakery’s Non-HFSS Cookies
Jnck Bakery aims to prove that health and indulgence can co-exist with a range of chewy cookies that have been created to rising demand for HFSS-compliant (high in fat, salt and sugar) treats.
The cookies – which come in with a nutriscore of zero – contain 90% less sugar, 50% less saturated fat, 3x protein and 5x fibre than existing products on the UK market.
Made from ingredients such as pea protein for satiation, prebiotic fibre for gut health and a bespoke, low sugar, protein chocolate, the cookies also tick the sustainability box, with no palm oil and sold in fully recyclable packaging.
Almost two years of research and over 2,500 documented trials and taste tests went into the development, led by Alex Brassill, a biomedical scientist who was head of NPD for the Nutrition Division at The Hut Group.
“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 Brassill.
“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.”
Available in four flavours – Milky Chocolate, Trippel Chocolate, White Gold Chocolate and White Ruby Chocolate – the 48g cookies are supplied loose in pre-baked or unbaked cases of 24, or pre-baked in single and multipacks for foodservice.
Added brother and co-founder Sean Brassill, “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 Cookies are available online for an RRP of £1.99-£2.60. It is also in talks with a wider group of UK retailers and foodservice operators.
