Ex-THG Duo’s Jnck Bakery Faces Uncertain Future on Dragons’ Den Tonight

Tonight, brothers Sean and Alex Brassill will present their business, Jnck Bakery, on the popular pitch show Dragons’ Den. Both former employees of THG, the brothers aimed to bring their unique cookies to a wider audience.

Jnck Bakery’s Rise and Challenges

Jnck Bakery launched its line of healthy cookies in 2023, following two years of dedicated research. The cookies featured ingredients like pea protein, prebiotic fiber, and low-sugar chocolate. They were offered in four enticing flavors and were initially stocked in over 500 Tesco stores.

Despite their promising start, Jnck Bakery faced a major setback when Tesco delisted its products less than a year after their introduction. The effect was devastating, leading the company into voluntary liquidation with debts surpassing £250,000.

Financial Journey

• Raised £800,000 in funding, including £260,000 through crowdfunding.
• Achieved distribution in 500 Tesco stores at one point.
• Entered liquidation with debts exceeding £250,000.

The brothers attributed part of their challenges to the high percentage of revenue generated through Tesco. They acknowledged that their target demographic often skips the bakery section of supermarkets, which significantly impacted sales.

Background of the Founders

Sean Brassill, former sales director at THG, has since transitioned to a role at the AI-driven tech company Sona. Meanwhile, Alex Brassill previously served as THG’s group head of nutrition and contributed to the myprotein brand. Both share a strong commitment to innovation in the food industry.

Plans for the Future

Following the closure of Jnck Bakery, the brothers are gearing up to introduce their new venture called Lyte On, described as a straightforward electrolyte company. They express enthusiasm for the next phase of their careers, drawing upon their experiences from the past five years.

Reflecting on Jnck Bakery’s journey, Alex noted the mixed emotions surrounding its end. He expressed pride in their accomplishments and gratitude towards supporters, including family, friends, and customers.

In closing, Alex Brassill emphasized a hopeful outlook for the future, appreciating the lessons learned from both successes and failures at Jnck Bakery. As they embark on new challenges, viewers can catch the duo’s pitch on Dragons’ Den tonight.