Veteran-Founded ChunkyFit Unveils New Protein Cookie Recipe with Coconut Oil and Collagen, Eyes Retail Expansion

ChunkyFit, the direct-to-consumer soft-baked protein cookie brand, has launched a completely reformulated recipe across its full product line—replacing avocado oil with coconut oil, adding collagen, removing artificial flavors and sucralose, and introducing all-natural custom flavor profiles. The updated cookies are now available online, rolling out to retail partners, and coming soon to Amazon.

The reformulation marks the most significant product evolution since ChunkyFit's founding in 2019, when co-founder Angel, a U.S. Veteran and First Responder, began developing protein cookies in his home kitchen out of frustration with the dry, chalky protein snacks dominating the market. The brand has since grown into a nationally recognized DTC operation generating over half a million in sales in 2025, with distribution in over 80 retail locations, including Scheels and franchise GNC locations.

"We spent months working with food scientists to solve a problem most protein cookie brands don't talk about," said Angel. "Over time, the interaction between wheat gluten and avocado oil was changing the sensory profile of the cookie—the flavor and texture would shift after baking. Coconut oil solved that and gave us a more stable, better-tasting product."

A Complete Ingredient Overhaul

The new recipe retains ChunkyFit's core nutritional profile—16 grams of protein and under 200 calories per cookie—while making sweeping changes to the ingredient deck. Coconut oil replaces avocado oil as the primary fat source, improving texture, mouthfeel, and shelf stability. Collagen has been added for additional functional benefits, including skin, joint, and recovery support. Sucralose has been removed entirely, with the cookies now sweetened with honey and plant-based sweeteners. Artificial flavors have been replaced with custom-developed natural flavor blends. Fiber has been added to support digestion. And the entire line is free of artificial colors and dyes.

"The biggest complaint we heard was that all five flavors kind of tasted the same," Scott, Co-Owner, added. "That's no longer the case. We developed our own custom flavoring for each variety. Cookie Butter actually tastes like speculoos now, and includes real cookie butter spread in the product. The flavor separation is night and day."

The full lineup—Classic Chocolate Chip, Cookie Monster, Cookie Butter, Cake Batter, and Nutty N' Nice (peanut butter chocolate chip)—is available in 4-packs and 10-packs.

Scaling Production to Meet Retail Demand

The recipe launch coincides with ChunkyFit's transition from small-batch shared kitchen production to a co-manufacturing partnership capable of producing tens of thousands of cookies per production run. With production now handled by a dedicated co-manufacturer, the founders are reinvesting heavily into the infrastructure needed to scale—including a new warehouse, upgraded packaging systems, and the operational backbone required to service retail accounts and distribution at volume.

"When we were making every cookie ourselves, most of our time and money went into production," said Scott. "Now that we're not in the kitchen anymore, we can put everything back into growing the business—building out logistics, expanding our retail footprint, and getting the brand in front of more people. That's the whole reason we made this move."

The brand is now actively pursuing partnerships with convenience store chains, travel centers, and regional retailers as it builds out its wholesale distribution footprint. ChunkyFit products are also expected to launch on Amazon in the near future, expanding accessibility beyond the brand's DTC website and existing retail partners.

Positioning in a Growing Market

The protein cookie category has seen sustained growth in recent years, driven by consumer demand for convenient, high-protein snack options that don't compromise on taste. Industry analysts project the global protein cookie market to continue expanding at a compound annual growth rate between 5 and 10 percent through the end of the decade, with clean-label formulations and natural ingredients emerging as key differentiators.

ChunkyFit's reformulation aligns with several of the category's most prominent trends: the shift toward more natural options, growing consumer interest in collagen as a functional ingredient, and demand for transparent, simplified ingredient decks. The brand's use of coconut oil as a primary fat source is uncommon in the protein cookie space, where most competitors rely on palm oil, canola oil, or butter-based formulations.

"We're not trying to be the cheapest protein cookie on the shelf," said Angel. "We're building for people who actually read the back of the label. The goal has always been cookie first, but make it protein, and this recipe is the closest we've ever been to that."

About ChunkyFit

ChunkyFit is a veteran-founded, soft-baked protein cookie company built on a simple idea: protein snacks should taste like real food. Founded in 2019 by Angel, a U.S. Veteran and First Responder, and his business partner Scott, the brand has grown from a home kitchen operation to a nationally distributed protein cookie company. Every ChunkyFit cookie delivers 16 grams of protein and under 200 calories, made with coconut oil, collagen, and honey—with no artificial flavors or dyes. ChunkyFit is available online and in 80+ retail locations nationwide.

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