Jnck multi packs on a blue background

Source: Jnck Bakery

Jnck Bakery is looking to redefine ‘junk food’ with the launch of non-HFSS cookies.

The business claims its four-strong range of cookies have 90% less sugar, 50% less saturated fat, three times more protein and five times more fibre, when comparing 100g of Jnck cookie with 100g of existing cookie products available in the supermarkets and foodservice. The Jnck Bakery cookies are 48g while the comparative ones weigh in at 62g and 80g, respectively.

Available in Milky Chocolate, Triple Chocolate, White Gold Chocolate and White Ruby Chocolate variants, Jnck Bakery said the 48g cookies have a nutri-score of zero under the high fat, sugar, and salt (HFSS) regulations. This has been achieved, it added, by using ingredients such as pea protein, prebiotic fibre, and a bespoke, low sugar, protein chocolate. They do not include any palm oil and are sold in fully recyclable packaging.

Per 100g
 SugarProteinFibreSaturated fatCalories

Jnck Bakery






Almost two years of research has gone into the development of the cookies by brothers Alex and Sean Brassill, who founded Jnck Bakery. Alex is a biomedical scientist who was previously 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 baking methods with ‘cutting edge sweetness modulation technology’ with over 2,500 documented trials and taste tests to create the perfect end results to develop the cookies.

Jnck Bakery packaging and stack of cookies on a blue background

Source: Jnck Bakery

Jnck Bakery 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.

It added that it’s already in talks with several retailers and foodservice operators to list the cookies, which have a rsp of £1.99 to £2.60.

“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 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.”

Co-founder Sean added that he believes the food industry must take more accountability for improving the nutrition of the nation.

“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,” he said.

Urban Legend is one such doughnut brand. It first hit the scene in 2021 boasting responsible indulgence in the form of doughnuts with less than half the sugar and saturated fat of others on the market. Since then, it has secured more than £10m in funding, gained listings with Tesco and ramped up production at its London manufacturing site.