Jnck Bakery has made four senior appointments as it drives forward with its plans to disrupt the UK cookie market.

Paul Mumford joins the team as a Non-Executive Director. Paul (ex-Britvic, General Mills) is a commercial expert in grocery, now specialising in growing challenger food brands with focus on health. He has helped launch and grow mission-led brands such as Biotiful, Oggs and Grounded into businesses which are making a material positive difference.

Simon Browning (ex-Krispy Kreme, TGI Fridays, Coffee Republic) is well-known in the industry and ideally placed to grow Jnck in the foodservice sector. He joins the team as Strategic Commercial Partnerships Director, having been responsible for setting up Krispy Kreme’s on-demand delivery in the UK, tripling growth in this channel.

Twan Snoeijen (ex McDonald’s, Starbucks, Cargill and BP) has joined Jnck as a Non-Executive Director (NED). Twan currently holds various advisory and NED roles in the food & beverage industry and has held senior roles for major global players across product innovation, strategy, procurement, and convenience retail. He brings his extensive product knowledge, network and experience in the Out Of Home sector to ensure the business is set up for success in this channel. 

Finally, Michael Fine (ex-Javelin Group & Accenture, not pictured) is being appointed as a Board Advisor, bringing over 30 years’ experience advising boards and investors in the consumer & retail sector.

Jnck is founded by brothers Alex and Sean Brassill, and aims to completely disrupt the cookie sector with the launch of its delicious non-HFSS cookies, which have 90% less sugar, 50% less saturated fat, 3x protein and 5x fibre compared to existing products on the market*. The category-first range of fresh, chewy cookies took two years to develop and is now available for retail and foodservice.

“We are thrilled to announce such expertise in our team,” says Sean. “By bringing Paul, Simon, Twan and Mike on board we are proving our commitment to making huge changes to the cookie sector. We know there is an appetite for healthier indulgent cookies – there is literally nothing like Jnck in the UK.”

Image: L-R Twan Snoeijen, Simon Browning, Paul Mumford

Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk