Two brothers who rose up the ranks at THG have launched a low-sugar bakery business to target consumers looking for healthier snacks.
Alex and Sean Brassill have opened Manchester-based Jnck Bakery after spending almost two years developing their range of cookies they say have 90% less sugar than existing brands.
Alex, a biomedical scientist who was head of the Nutritional Division at The Hut Group (THG) and worked on product development for sports nutrition brands including Myprotein and IdealFit among others, led the development of Jnck cookies.
His brother and co-founder Sean started his career at THG becoming head of trade, and has spent the last five years at Javelin Group (part of Accenture) as a strategy manager working with companies from Sainsbury’s to Holland & Barrett.
Jnck Bakery successfully completed a seed funding round earlier this year, with an investor group including “an international sportsperson” and senior figures from Gymshark and Accenture.
Jnck’s range has now gained a listing with food delivery company GoPuff, while Warrington-born Alex and Sean are talking to a number of retailers and foodservice operators.
The range has already won Gold Award for Product Innovation at trade show LUNCH!, earned the Food and Drink Award at the Entrepreneur Show, and won two finalist places in the World Food Innovation Awards this month, in the Low or No and Chilled / Frozen product categories.
Alex said: “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.”
Sean said: “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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