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‘Alternative sweet treat’ company promises healthy, high-protein cakes

From the end of February, you’ll be able to have healthy junk food delivered to your door. OK, healthier. NUFF promises same-day delivery in London and next-day delivery across the rest of the U.K. of all the sweet treats you could possibly crave — but with much less of the nasty stuff added.


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According to the NUFF website, their doughnuts, cookies and brownies will have up to 30 grams less sugar and a fifth of the carbs compared to other brands’ equivalents.

“The use of organic, nutrition-rich ingredients strikes up a wealth of health benefits such as better body composition, leaner muscle, increased metabolism and easier fat loss,” says NUFF.

For example, a NUFF doughnut has 145 calories (a Dunkin’ Donuts equivalent has 260 calories), 3.5 grams of sugar, 9 grams of fat (1 gram of saturated fat), and 6 grams of protein.

All NUFF ingredients, which include nuts and nut butter, pure whey made from grass-fed cows’ milk, 85 percent cocoa chocolate, pure ground vanilla bean, pink Himalayan salt, cinnamon and coconut oil, are organic and GMO-free.

More: 4 reasons healthy food tastes better than comfort food

NUFF CEO Kevin set up the company to fill the gap in the market for indulgent alternative sweet treats that were also nutritious.

“Fundamentally it had to taste as good as, or even better than, the junk food already available out there, otherwise why eat it?” he told The Metro. “We focused on making our treats indistinguishable in every way bar nutrition.

“I’ve tried a lot of the ‘healthy’ alternatives before, and they always fell incredibly short and left a lot to be desired. I wanted to give people something that successfully brings together the best of both worlds, offering something that is not only genuinely good for you, but also tastes so good that it triggers the same sensory reactions we get from eating junk food. Sugars, starches and sweeteners raise our blood sugar, which causes the body to store fat.”

“Our treats are low in sugar and starch whilst providing protein and healthy fats, which are essential for a healthy metabolism, and fibre, which slows the digestion process down, reducing the impact on your blood sugar levels,” he added.

One journalist who tried a NUFF doughnut and cookie gave both the thumbs up, and they do look pretty tasty.
Expect your Instagram feeds to be filled with “alternative” sweet treats as people try to recreate the NUFF goodies at home. If you’d rather leave it to the experts, you can preorder NUFF doughnuts (in boxes of six or 12) now.

More: Australian bakers come together to create the most epic-looking doughnuts

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