Following the launch of its non-HFSS cookies in 2023 and a successful listing in Tesco last year after joining the retailer’s accelerator programme, the business has fallen into liquidation.
JNCK Bakery was founded by brothers Alex and Sean Brassill. The siblings spent two years researching before rolling out their range in March 2023.
The business secured £190k last year from private backers and had been raising funds vis Crowdcube too. By 2025, it raised a total of £260,751 from more than 100 investors.
This year saw it seeking further investment, with a view to expand its range and increase distribution in the foodservice channel.
‘A difficult process’
But in an emotional post on Linked In, Alex Brassill revealed the news of the business’ closure.
“After the most incredible five years, it is with a wide range of emotions that I share JNCK Bakery’s journey has come to an end.“
“Having placed so much love and energy into the brand, there is naturally a huge sense of loss. JNCK became such a big part of our identity, and for many reasons we believed it would continue to flourish.”
Alex acknowledged that although it’s hard not to see this as a failure, he is focusing on all the impressive milestones the business saw.
“It has been easy for my minds default position to focus on the ultimate and objective failure of the business. This has been, and will continue to be, a difficult process.
“However, the achievements, experiences and personal growth over the past five years fill me with pride, gratitude and hope for the future. I believe this chapter will set me up for the rest of my career — and in some ways, life! I’d love to be able to spend an hour with the version of myself from November 2020 just setting out on this journey — I think he’d barely recognise me today (in mostly good ways!).
“And the honest truth is that if I’d been told five years ago, as I walked into my Mum and Dad’s kitchen for trial #8432949 on the JNCK recipe, that we’d achieve what we did, I’d have probably bitten your hand off. However, over the years, we started to gain confidence, and our ambition, hopes and dreams grew.
“We made good decisions running JNCK Bakery, and made mistakes. I believe it’s never been harder to succeed with a start-up brand in food and drink. Hats off to the incredible founders and brands I’ve met over the past five years who are making it happen. I hugely admire your continued focus, resilience and creativity.
“An undoubted highlight of the journey was winning a place on Tesco’s Accelerator scheme, less than 18 months after launching the brand. To be selected as the only bakery brand was a pinch-me moment. That 12 months was pivotal for us — an amazing experience, even if the outcome wasn’t what we’d hoped for.
“I can’t finish without saying thank you. Firstly, we assembled an incredible team who I learnt so much from, but more importantly built great friendships with.
“Many of our investors were family and friends who simply believed in us as people. This theme of support continued during the difficult conversations we’ve had over the past couple of weeks, and I’m so grateful for it.
“Thank you also to our customers and suppliers for believing in the product and our journey. And finally, to everyone who ever bought a JNCK cookie or messaged us with kind words — you made us smile and kept us going more than you know.”
He promised to share further reflections on this journey, noting that it will be both useful for others and help him to process everything.
“For now, it’s onwards and upwards. I’m genuinely excited for what comes next and am exploring new opportunities and challenges,” he added.
