HFSS-compliant cookie brand Jnck Bakery has successfully completed a crowdfunding campaign, helping surpass a £200k target raise by more than 30%.
The Wokingham-based business was seeking further investment to support its recent launch into over 550 Tesco stores nationwide. It joined Tesco’s Accelerator Programme last September, which is aimed at boosting growth for innovative new brands that focus on health and sustainability.
Jnck also intends to use the funds to expand its product range beyond the current four chocolate flavours of Milky, Trippple, White Gold, and White Ruby, as well as increase distribution in the foodservice channel, build a best in class team, and create standout marketing campaigns.
Its cookies are described as containing 90% less sugar, 50% less saturated fat, three times more protein, and five times more fibre than existing products. This gives the 48g cookies a nutri-score of zero under high fat, sugar, and salt (HFSS) regulations.
Having secured £190k in funding from private backers last year, Jnck continued raising via the Crowdcube platform to reach its £200k target by November. It then continued overfunding into 2025, hitting a total raise of £260,751 from 112 backers. The company stated a pre-money valuation of £3.9m and was offering equity of 6.27% with a share price of £1.42.
Various tiers of rewards were offered to investors – pledges of £100 received 20% off orders for a year and admission to the Jnck Club ambassador programme, while £40k got you six months of free products, free access to all 2025 events, and invitations to the annual investors meet, NPD tasting panel, and an exclusive dinner with the co-founder and advisory board.
Jnck was founded by brothers Alex and Sean Brassill, who undertook two years of research before launching their four-strong range in March 2023, supported by a £300k investment. Later that same year, it appointed four highly experienced food industry professionals in senior roles, including Paul Mumford and Twan Snoeijen as non-executive directors, Simon Browning as strategic commercial partnerships director, and Michael Fine as a board advisor.
Jnck claims the UK sweet bakery market is estimated to be worth £8.1bn in 2025, with high-protein products showing strong growth potential. Nutritionally enhanced goods lead in value growth driven by health trends, it added.
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