The firm has raised £800,000 including £260k from crowdfunding for the chewy cookies, which are in the fresh bakery section and are made using pea protein, prebiotic fibre and its own low-sugar chocolate.

Available in four flavours, the high-protein, low-sugar cookie brand launched in 2023 following two years of research.

Jones is out.

Tinie is very nice in also saying he is out – “if you’ve lost your friends and family’s money, mine will probably go too”.

Deborah Meaden is out as she is vegan and cannot taste it.

Steve Bartlett says the cookies taste very nice for a health product, but he is out.

Touker is also out.