Quick bites: How to build a disruptive HFSS-complaint brand in the sweet treats sector
UK cookie startup JNCK Bakery – cofounded by brothers Alex and Sean Brassill in 2021 – has launched a new round of crowdfunding to fuel its next phase of growth.
HFSS in a nutshell
The UK’s HFSS regulations are aimed at reducing childhood obesity and improving public health by restricting the promotion and placement of foods high in fat, salt and sugar in retail and online environments.
The Berkshire-based concern is on a mission to redefine what it means to ‘indulge healthily’. Its category-first range of fresh, chewy cookies took two years to develop and are HFSS-compliant, packing in 8g of protein per cookie but 90% less sugar than standard cookies.
A £300k raise at the start of 2023 and a subsequent £250k through private investment saw its cookies land in major retailers like Tesco, and with a fresh equity fundraising goal of £200k, the company is ready to expand its product line, starting with non-HFSS brownies.
Insights into JNCK Bakery’s success
Bakery&Snacks sat down with Sean Brassill to discuss the journey so far.
What unique challenges did you face while developing JNCK’s non-HFSS cookies, and how did you overcome them to create a product that’s both healthy and indulgent?
Getting the consistency of the cookies was key – sugar doesn’t just add taste, it contributes to texture. We wanted that indulgent, gooey yet crispy cookie that everyone loves, so it took a lot of work.
Our chocolate has also evolved since our first launch; while it tasted great initially, it didn’t look as visually appealing as we wanted. Now, our chocolate chunks really pop, adding to the sensory appeal. A lot of the enjoyment of food is visual, so we had to create a chocolate that was not only healthier but also held up well in the baking process and was chunky to look at as well as to taste.
There was a lot of testing, which, frankly, was brilliant fun!
With positive feedback from the foodservice and retail industries, what strategies have you found most effective in building partnerships with major retailers like Tesco, and how do you plan to scale these relationships?
When starting these partnerships, it’s essential to think about how you can create mutual value.
JNCK solves a problem for both consumers and retailers. For consumers, we offer a much healthier indulgence compared to traditional options. For retailers – who are increasingly focused on offering healthier products – we fill a gap in the sweet bakery category, which is often full of high-sugar, high-fat items.
Scaling these relationships requires both parties to contribute. We’ve prepared for growth by partnering with exceptional suppliers and manufacturers capable of scaling as needed.
A significant part of this crowdfunding effort is to support our marketing to build awareness of the brand. The Tesco Accelerator Programme has been an amazing opportunity for us; it’s clear there’s a growing push from retailers to support challenger brands like ours.
JNCK has an ambitious goal of removing 800 tonnes of sugar from the UK supply chain. How will this target impact healthier lifestyles in the UK?
We calculated the reduction in sugar in our cookies compared to traditional alternatives and if we hit our sales targets, we’re talking about a significant reduction in sugar in the UK market.
Sugar is a major health concern, linked to heart disease, diabetes, weight gain and tooth decay. Currently, a third of sweet snacks sold in UK cafés contain more than the NHS’s recommended daily intake of 30g per serving – some even have double. There’s no need for that.
Reducing sugar intake can have a positive impact on energy, skin and long-term health – and we’re proving it’s possible to enjoy indulgent, sweet treats without compromising on health.
Your team includes veterans from brands like Krispy Kreme, McDonald's and Britvic. How has this diverse experience influenced JNCK’s growth, and how do you leverage their expertise to disrupt the sweet treats sector?
Our team is fantastic; the experience and enthusiasm they bring are unmatched.
Having team members who have worked in retail and foodservice gives us a huge advantage. They know what makes a marketing approach effective, the best strategies for point-of-sale materials and have valuable industry contacts. Having respected industry experts backing us from the start was a great endorsement, but their insights and support have been even more critical as we scale.
Apart from the Brassill brothers, JNCK’s team comprises Christye McKinney (Oppo Brothers), Simon Browning (ex-Krispy Kreme, TGI Fridays, Coffee Republic), Paul Mumford (ex-Britvic, General Mills) and Twan Snoeijen (ex McDonald’s, Cargill, Starbucks).
Current investors include Irish rugby player Ian Madigan; former Accenture MD Mike Fine; Twan Snoeijen and Simon Browning.
Building a disruptive brand in a traditional category
The success of JNCK Bakery lies in its disruptive approach. Instead of merely creating a lower-sugar product, the company has set out to challenge the assumptions that sweet treats must be synonymous with high sugar and fat.
It’s mission goes beyond selling cookies: it’s about changing how people think about indulgence and nutrition.
In a market saturated with high-sugar, high-fat treats, each cookie sold brings the UK one step closer to a future where indulgence and health go hand in hand – a shift warmly welcomed by both consumers and investors alike.
