Vitamin-packed, “guilt-free” cookie targets sugar-heavy snack industry

11 Jul 2022 --- Boston-based startup FYXX Health has launched a high fiber, low carb, low sugar cookie fortified with vitamins D, B12, zinc, magnesium and calcium it says will “shake up” both the snack and supplement industries.

In a market dominated by low fiber, high carb,fat, salt and sugar products, Sung Park, CEO and founder at FYXX Health, tells NutritionInsight, “This is an industry first. We are showing what can be done when you put a consumer’s health at the front of mind.”

“We want to make healthy eating fun. For us, it’s not about eliminating the foods we have always enjoyed, like cookies and candies, but about making them good for our bodies, as well as our taste buds.”

The launch targets health-conscious consumers, according to Park. “These are people who really take the time to read the labels of the food they are buying, both for themselves and for their families. They don’t want to overload their bodies and their children’s bodies with sugar, and they don’t want to feel guilty about enjoying a cookie either.”

Putting the guilt-free in cookiesHealth says its new Vitamin Cookie is fortified with calcium, zinc, magnesium, vitamin B12 and vitamin D.
The Vitamin Cookie is FYXX Health’s most recent foray into the realm of healthy snacks. Previously, the health and heart-conscious company released a calcium-enriched cookie to help support strong bones and a phytosterol-fortified cookie to promote heart health.

Moreover, they recently released a range of products, from drinks that support immunity to candy made from carrots. Innova Market Insights recently reported that the nutrient-packed sweets market grew by 4% from 2017 to 2021. 

They have also reported that consumers are increasingly focused on items with less sweetneners in their sweet products and have revealed that four out of ten consumers claim to have reduced their sugar intake within the last 12 months. 

Impact on public healthcare
The company emphasizes its small size enables them to quickly react to consumer demands in a market “ripe for innovation.” Industry has previously pegged start-ups may hold the key in overcoming inflationary strangleholds as smaller companies have greater flexibility to adjust and innovate.

FYXX Health holds that parents care deeply about their children’s health and the company’s  products can help parents replace their children’s favorite snacks with healthy and equivalent treats. 

“Our healthy eating habits and the choices we make about our food not only impact our own health, but the healthcare system as a whole.”

The impact of nutrition on public healthcare has long been a point of contention between campaigners and industry. In the UK, childhood obesity is “worsening,” costing the National Health Scheme billions every year, as more than 21 million adults across will be categorized as medically obese by 2040, according to an analysis by Cancer Research UK. 

By William Bradford Nichols