No Cow launches high-protein cookies that are craveable yet guilt-free

28-Nov-2017 - Last updated on 28-Nov-2017 at 14:41 GMT

The young founder of the No Cow snack company may be a self-proclaimed “fitness enthusiast” but that doesn’t mean he doesn’t crave cookies like many other Americans – which is why he says he is launching a new line of high-protein, better-for-you cookies that he and others can enjoy “guilt free.”

“If you thought I’d let a late-night cookie craving ruin my healthy lifestyle (and stomach), then you thought wrong!” Daniel “D” Katz, the 21-year-old entrepreneur who founded No Cow – formerly D’s Naturals – told FoodNavigator-USA when he announced the launched of his No Cow Cookies.

“We were inspired to create No Cow Cookies after realizing that there were no great options for cookies that provided plant-based protein with low sugar that still tasted amazing,” he explained in an email, adding that “protein cookies are a growing category, but are underdeveloped when it comes to no dairy and low sugar options. No Cow is well positioned to change this.”

He explained the cookies, which are available in classic flavors such as a peanut butter, chocolate chip, double chocolate and snickerdoodle, contain at least 12 grams of plant protein.

Even though the cookies are packed with protein, Katz was quick to point out that they have the same taste and texture of a cookie, and aren’t gritty like some other high protein products.

The cookies also are healthier than some alternatives because they have no added sugar – only the one gram that occurs naturally from the ingredients, such as the rice protein, Katz said.

He added consumers won’t miss the sugar though because the cookies are sweetened with erythritol, stevia and monk fruit so they balance the taste consumer expect from a cookie with an in-demand healthier profile.

As a result, Katz said, consumers can enjoy the cookies as a snack, after-workout treat or dessert “without having the guilt of breaking any of your nutritional goals.”

The cookies also complement the company’s existing line of high-protein bars, which tout at least 20 grams of protein and still have only one gram of sugar, Katz said. He added that No Cow also is expanding its bar options, adding carrot cake and chunky peanut butter flavors to the existing line-up of chocolate fudge brownie, mint cacao chip, peanut butter chocolate chip, raspberry truffle, blueberry cobbler and lemon meringue pie.

Looking forward, he said the options for the brand are “limitless,” and “if there is a category that we believe can have a better product, we’ll work to create that. We’ll never sacrifice flavor, texture, or our ingredients so we’ll keep working on the product until it meets our standards.”