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Junk Food Redefined: Manchester Brothers Revolutionise Sweet Treats with Cookies Launch, Listing and Awards

Launch of Manchester bakery, Jnck, is set to make waves in the desserts and sweet treats market, with their range of cookies containing 90% less sugar than competitors.

Alex and Sean Brassill launched Jnck Bakery to target the sweet snacking and fresh bakery markets with the launch of their range of delicious cookies, which have 90% less sugar, 50% less saturated fat, 3x protein and 5x fibre compared to existing products.

Rated non-HFSS, the range does not include any palm oil, and is sold in fully recyclable packaging. It has been recognised for its outstanding taste and texture; receiving Gold Award for Product Innovation at LUNCH!, earning the Food and Drink Award at the Entrepreneur Show, and awarded 2x finalist places in the World Food Innovation Awards this month, in the Low or No and Chilled / Frozen product categories. It has now gained a listing with food delivery company GoPuff and Alex and Sean have secured talks with a number of retailers and foodservice operators as they look to pursue their vision of making the UK – and the world – a healthier and happier place.

Almost two years of research went into the development of the cookies, led by Alex, a biomedical scientist. Alex was head of the Nutritional Division at The Hut Group before setting up Jnck with his brother, who has spent the last five years at Javelin Group (part of Accenture) as a Strategy Manager, working with high profile companies such as Warner Bros., Sainsbury’s and Holland & Barrett. Jnck Bakery successfully completed a seed funding round earlier this year, with an investor group including the Global Partnerships Director at Gymshark, an international sportsperson, previous Managing Director from Accenture and Strategic Partnerships Director at Krispy Kreme.

Comments Alex: “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. 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.”

Brother and co-founder Sean adds: “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!”

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