O | November, 2005
the O list
"These treats are wheat-free, hight in dietary fiber, and loaded with whey protein. They're also genuinely delicious." ($25 for a tin of 18 cookies, The Protein Bakery; proteinbakery.com).

PEOPLE
Special Double Issue | June, 2003
25 HOTTEST BACHELORS!

BAKERY OWNER/FITNESS INSTRUCTOR/ACTOR Age: 33 Height: 6'2½ Status: never married Residence: A Manhattan apartment Education: San Francisco State University, B.A. CV: After losing 82 lbs. by eating sensibly and exercising, Lincoln decided others would benefit from his regimen, which allowed sweets in moderation. The idea behind The Protein Bakery, launched in 1999, is "to take a cookie or a brownie, which people eat all the time, and add balance and nutrition to it," says Lincoln. Between his duties as group fitness director at Manhattan's David Barton Gym and acting jobs—he's appeared on Guiding Light—Lincoln and his staff oversee the production and delivery of 3,000 cookies and 2,000 brownies a week. They're sold in upscale department stores and online as well as in New York City gyms, coffee shops and theaters. Says Lincoln: "I may not be on Broadway just yet, but my cookies are." What a catch: "He's big on romantic getaways," says friend Christine Carrigan, a fitness director for Crunch gyms. "He'll plan trips from beginning to end." Dream girl: "A combination of Calista Flockhart's mind and Jennifer Garner's body," says Lincoln.
Photograph by PERRY HAGOPIAN

iFORM | July, 2002
Insidertip

Imagine that delicious cookies are overfilled with proteins, and they do not make you hungry for more sweet stuff. This is the concept behind some new cookies that sell like hotcakes in the hottest fitness clubs in New York. The high content of protein (mainly coming from whey) prevents a sudden drop of your blood sugar as it normally happens when you eat sweets. In this case the blood sugar increases slowly and will keep it more stable. Want to know more? www.proteinbakery.com, order and check the effects yourself.

ALABAMA High School Sports | October, 2002
Product Review/Get It In Gear
Protein Power

Build your body from the inside and maintain lean body mass with a delicious cookie indulgence from the Protein Bakery. Each 1 oz. cookie provides up to 6 grams of protein. These cookies are baked fresh and come packaged air-tight to ensure freshness for up to three weeks. Choose from Chocolate Chocolate Chip, Oatmeal Raisin and Peanut Butter Chocolate Chip.
price: $2.00-$20.00 www.proteinbakery.com

CHOCOLATIER | July, 2001
Latest Scoop

Looking for a healthier chocolate impulse buy? The Protein Bakery has a brownie (and a cookie and a blondie) just for you. The New York-based operation, in response to those trendy low carb, high protein diets, has created old-fashioned sweets with reduced carbohydrates, increased dietary fiber and added protein. Fans of the real thing, we were skeptical, but the Protein Bakery's Chocolate Chocolate Cookies were surprisingly, well, chocolately! The company's product line includes several types of brownies, oatmeal raisin and peanut butter cookies and blondies. www.proteinbakery.com or 888-459-6652...

MUSCLE MEDIA | May, 2001
Cyberspots

www.theproteinbakery.com Get your protein in the form of tantalizing cookies and brownies. You won't feel guilty eating these treats, plus they deliver almost anywhere!

ONE SHEET
NYMILALV Global Celebrity Style Guide
NY | Shop

The Protein Bakery is the place to shop-online. Aerobics instructor Stephen Lincoln is quickly becoming the cookie king. Except his cookies have a twist, they're healthy. All of his "cookies with muscle" are high in protein and low carb. The Peanut Butter Chocolate Chip is a fav of David Letterman. Take a byte at proteinbakery.com

REAL SIMPLE | September, 2001
snack bars

The typical granola bar has two grams of protein; the typical protein bar has eight or more grams. Lots of sports bars are also fortified with soy and vitamins. While they're not the equivalent of broiled fish, a sweet potato, and broccoli, they are portable and they do offer slow-burning, hunger-slaking nutrients.

The MALIBU CHRONICLE | Dec-Jan/2002-2003
The Protein Bakery

There kitchens believe in body building from the inside. Delicious Nutritious Gift Boxes available all year round. Check it out.
To order call 888-459-6652 or visit www.proteinbakery.com.

OUT | September, 2002
style Essentials

Some of us do like to indulge in sweets yet still maintain a good figure. That's why Stephen Charles Lincoln (above) has created delicious cookies and brownies that include up to six grams of protein. In a variety of flavors, the treats are low in carbs, so they will leave you feeling good to have eaten a yummy confection. Log on to www.proteinbakery.com.

DANCE SPIRIT | February, 2003
WHAT'S UP|GEAR
Audition Checklist

PREPARE FOR LANDING THE PERFECT PART-WITH THESE ITEMS,
IT'S IN THE BAG
PACK A SNACK WITH A POWERFUL PUNCH
Carry cookies and brownies by the Protein Bakery.
888-459-6652 or www.proteinbakery.com
–Jessica Cassity

DANCE | October, 2002
N E W P R O D U C T S

IF YOU'RE GOING TO EAT A TREAT, WHY NOT make it one with extra protein and reduced carbohydrates? The Protein Bakery's cookies and brownies bring a greater nutritional balance to the art of eating sweets. Using crushed rolled oats instead of flour allows for increased dietary fiber while lowering carbohydrates; whey protein added to each treat helps maintain lean muscle mass. But don't let the healthy focus fool you-according to Dance Magazine staff members, who sampled almost every flavor, these treats taste even better than their carbo-laden counterparts. Cookie flavors include Peanut Butter, Oatmeal Raisin, Chocolate Chocolate Chip, and Peanut Butter Chocolate Chip. Brownies come with chocolate chips, walnuts, almonds, or in Peanut Butter and Blondie flavors. Call 888/459-6652 or visit www.proteinbakery.com.

NY DAILY NEWS | Sunday, February, 2000
STYLE | FASHION COMPASS
We'll point you in a new direction

SMART SNACK
• WHAT: The Protein Bakery cookies
• WHO: Anyone with a sweet tooth
• WHY: if you're gonna have a cookie, why not make it a nutritious indulgence? These pack extra protein.
• WHERE: Head to Henri Bendel, 712 Fifth Ave., (212) 247-1100, to refill your cookie jar with The Protein Bakery cookies - there's oatmeal raisin, peanut butter and other tasty flavors (1-pound bags are $20). Brownies sell by the box for $25; tins for $35. –Danyelle & Amanda Freeman

ELLE | January, 2002
SMART FOOD

ONE TOUGH COOKIE: THE PROTEIN BAKERY NIXES SUGAR HIGHS AND LOWS BY ADDING PROTEIN POWDER TO ITS CONFECTIONS
Stephen Charles Lincoln, owner and founder of the Protein Bakery, isn't saying his cookies are fat-free or low-cal, or that they can replace a meal. So why are these yummy biscuits, made with butter, chocolate chips, and peanut butter, on the menus at many new York health clubs? Each cookie includes up to six grams of protein (mostly from whey), which can help prevent the sudden surge in blood-sugar levels caused by sugar-laden treats. "When protein is added to carbohydrate-rich foods, blood sugar rises at a slower rate," says New York City nutritionist Lisa Dray, RD. "Without the sugar high and its subsequent low, you'll be less likely to crave more sugar to lift you back up again. "We couldn't resist putting this claim to the test (how often do you get to eat cookies as part of your job?), and are pleased to report we weren't jonesing for more sweets after one (okay, two). Interested snackers can call 888-459-6652 or surf to www.proteinbakery.com. –Aida Leisenring

ASIAN ARTICLE
The Protein Bakery

~cookies with muscle~

Men's Fitness | April, 2001
Sweet Indulgences

You still can't eat the entire box, but…
If you want your sweet tooth and your six-pack abs, there are options: All you have to do is find cookies that are less damaging than a sleeve of Double-Stuf Oreos. Men's Fitness has done the legwork for you. But as in all things, moderation is the key.

Give the chef at The Protein Bakery a brownie for managing to cram five grams of protein into this chocolate cookie without sacrificing sweet-tooth satisfaction. While the cookies contain some fat, none of it comes from partially hydrogenated oils. (www.proteinbakery.com) One chocolate chocolate chip cookie (28g): 140 calories, 16g carbs, 5g protein, 5g fat

NEXT Magazine
Product Spotlight

American consumption of cookies and cakes is second only to breads and rolls, according to data published by the National Center for Health Statistics. The Protein Bakery realized that you might not be able to change the way people eat, but you can certainly add greater nutrition and balance to what people eat. So they designed a delicious line of high protein, reduced carbohydrate baked goods that are wheat free. They use whey protein because it has the least amount of lactose and is easily absorbed by the body. By grinding rolled oats, they eliminated the need for wheat flour. By using brown sugar–which is less refined and retains moisture their cookies and brownies are softer. Improving the quality of your diet doesn't have to mean cutting the quantity. After all, who says you can't have your cake and eat it too? –RT

EMPIRE | Spring 2000
just desserts

Attention, all you gym bunnies-hey, what's everybody looking at? We know that not all of you are happy with your science diets. We used to refer to most health food as sticks-and-berries until we realized how many carbs were in the sticks. So nowadays, guys are scarfing down protein bars, shakes, powders and even protein gels, which GNC sells right next to the register-to snag impulse buyers, we wonder? (And do you eat the stuff or put it in your hair?)

Help has finally arrived, courtesy of The Protein Bakery. It's not an actual bakery so you don't have to worry about taking a number. The Protein Bakery is a local company that's churning out protein-enriched, low carb, wheat free cookies and brownies in flavors we love, like peanut butter chocolate chip and oatmeal raisin. W did some unscientific analysis of our own and discovered that the protein in Protein Bakery cookies-typically 5 grams each-far outweighs what's in anything Keebler has to offer, but doesn't quite measure up to, say, the 33 grams you'll find in a Pure protein bar. So what have we concluded? The Protein Bakery is a good thing, particularly for those who are tempted to follow every workout with a quick visit to the Keebler aisle at their local D'Agostinos. Junk food junkies can be proud to ingest these little baked gems right there on the gym floor. (A handy package of two sells for $2). You can pick up a pack at American Fitness, Steel, Chelsea Piers or Henri Bendel on Fifth Avenue. –AD

CONFECTION | November, 2001

A year ago Stephen Lincoln, owner of The Protein Bakery in New York, was a fitness instructor on a low carbohydrate, high protein diet. He reveals how a good idea became a successful business.

"Every morning I used to order a Grand Latte in Starbucks and drool over pastries, which I knew I shouldn't eat. I realized there were lots of people doing exactly the same across America, where low carb, high protein diets are massive.

From working in gyms I knew that whey protein is popular among body-builders because it is easily absorbed, so me and a friend got in the kitchen and started baking. We used flours from ground oats, instead of white flour, to reduce the carbohydrate and increase fibre. This also made the cookies suitable for people with wheat allergies.

In the beginning I didn't really know what I was doing. But a woman from my fitness class called Susan, who runs a professional cookery school, helped develop our recipes and advise us on business basics.

I'm the kind of guy that if I say I will do something, I just do it. So in less than 30 days the newly formed Protein Bakery had an initial sample range of delicious, high-protein, reduced carbohydrate cookies and brownies, packaged and ready to show. The first store that saw them ordered 700 lbs. worth.

At that stage I didn't even have a commercial kitchen to cook them in! But thankfully Susan let me use hers to get the order together. Pretty soon the business started to take off. At first we would work all night, one night a week, to fulfill orders, making 3,000 cookies a night. But pretty soon orders got so big we contracted the baking out.

We now make around 15,000 packs of cookies and brownies a week with a workforce of 15 people. The next step is to start automating the production process, but I don't want to lose the home baked quality."

NEW YORK POST | Sunday, August, 2001
Health

A SMART COOKIE
New snacks add protein subtract oils that can hurt your heart

Health-conscious New Yorkers are feeling better about having sweets thanks to healthier new snacks from a city fitness expert. Stephen Lincoln, director of group fitness for New York's David Barton Gyms, has created a line of baked goods that are all-natural and so packed with protein that they're acceptable for the Zone diet.

Lincoln's The Protein Bakery products – which are wheat-free and contain no artery-clogging partiality hydrogenated oil – passed a Post taste test and even got the seal of approval from a Manhattan holistic food counselor.

That's good news for anyone who can't imagine their lives without, say, chocolate peanut-butter brownies. And that includes Lincoln himself. If seems that before he started The Protein Bakery last year, the trainer – who lost 82 pounds by following a high-protein, low-carbohydrate diet – would have daily drool sessions over the high-carb, high-fat pastries at his neighborhood Starbucks. So he went searching for a way to satisfy his sweet tooth without jeopardizing his waistline.

While shopping in a health-food store, Lincoln noticed a cookie recipe on the label of a can of whey protein. He took the concept to a baker, and the result was protein-packed, wheat-free cookies, brownies and blondies with fresh ingredients, high fiber, brown sugar and no partially hydrogenated oils to clog arteries or expand thighs. Lincoln's creations still resemble regular sweets in their fat and sugar content, and they're not low-cal, but unlike most store-bought cookies and brownies, his have no preservatives. "Keeping it natural is big with me," says Lincoln, whose high-protein Peanut Butter Chocolate Chip cookie can be a part of the protein-rich Zone diet. Lincoln stresses that his cookies aren't meant to compete with energy bars. "I'm about as far from a meal-replacement bar as you can get," he says. "No one would think of going home and having five Oreos instead of dinner."

He says the point of The Protein Bakery's goods is to preserve the enjoyment of indulgences like cookies and brownies but lower the guilt factor associated with having one or two for desert. If you were to eat an Entemann's double chocolate chip cookie, for instance you'd be consuming 7 grams of fat and 1.4 grams of protein. The Protein Bakery's double chocolate chip cookie, on the other hand, contains a still-substantial 5 grams of fat but boasts 5 grams of protein. "It's a cookie, people," he explains, "so you still can't eat a whole tone of them, but what you do eat won't spike your blood sugar and will leave you feeling stable instead of craving more and bingeing."

Rachel Bensadia, a holistic food and health counselor at the Atmananda Yoga and Holistic Center in SoHo, agrees. "Carbs that act like simple carbs, like white flour, can really raise blood sugars fast, and that creates a system where any excess sugar gets stored as fat." Bensadia examined The Protein Bakery goods and proclaimed them nutritionally sound. "When you have more protein and fiber in cookies, it helps to offset the [sugar] spike by giving you longer-lasting energy and a feeling of fullness. You won't be as hungry with these cookies."

Lincoln's products are carried by Whole Foods, Henri Bendel, the W Hotel, Equinox and Chelsea Piers gym among others. All of which is fine, but how do they taste? We offered the whole line of Protein Bakery fare to a panel of judges, who ranged from local nutritionist, massage therapists and exercise experts to plain old working stiffs. "This is such a good cookie," said the nutritionist, giggling through a mouthful of oatmeal raisin. "This has how much protein?" "Oh my gosh," stuttered the masseuse. "I could seriously eat this instead of any other cookie, ever. Can I take these home?" To find out more, go to proteinbakery.com or call (888) 459-6652. –Sadie Nardini

Express News | April, 2002
Health & Fitness

MUNCHING WITHOUT SACRIFICE
Protein Bakery Offers Healthy Versions of Taboo Treats with Taste

Having a sweet tooth no longer has to be a mark of shame for health-conscious eaters.

For gym bunnies still craving the cookies and brownies that went away with their 18-year-old waistlines, the Protein Bakery is offering sweet solace for hunger pangs. The unique line of scrumptious, yet figure-flattering delicacies is the creation of Manhattanite Stephen Lincoln, who had the brilliant idea to make cookies and brownies by substituting out some of their traditionally harmful ingredients. Rolled oats are hand-ground into flour in the products, making them wheat-free on top of protein-rich, thus reducing the amount of carbohydrates while increasing dietary fiber. They also contain no dangerous hydrogenated oil or preservatives and premium protein with virtually no filler. The result allows indulgence in foods that have previously been thought of as strictly taboo. My goal was to take the sleekest, hippest gym and blend it with the best Martha Stewart baking segment," says Lincoln. "That is the Protein Bakery.

The results are a line of cookies and brownies in a variety of flavors that don't sacrifice taste for healthy impact. The baked foods are not exactly low-calorie or fat-free, nor can they replace a meal, but health clubs and luxury stores have still flocked to stock them. They still have some sugar and carbohydrates, though much less than in a typical cookie or brownie.

The man behind the idea is a mass of professional highlights. Lincoln is a former visual display and theatre designer who decided to shed his own excess poundage in 1995. He began getting in shape and changing his diet with a high-protein, low carbohydrate diet, and soon found a new career ad a top New York aerobics trainer. That job sparked his idea when he was faced with the dilemma of whipping up Christmas cookies that were not in opposition to what he was teaching his students. He immediately started experimenting in his kitchen, working on the best way to combine old family recipes and protein without sacrificing taste. His peanut butter chocolate chip cookie got the seal of approval from his students, and he then went to work on other varieties of cookies.

The Protein Bakery now produces oatmeal raisin, chocolate chip and chocolate, chocolate chip cookies, blondies and brownies with peanut butter, walnuts or chocolate chips. Oatmeal chocolate chip and plain peanut butter cookies will be available in the coming months, as well as a new brownie with almonds.

Luxury department store Henri Bendel was the first to snatch up cases of the sugary morsels, and Lincoln says the business has skyrocketed to success from there. He now has a full bakery pumping out treats that are shipped all over the country.

Lincoln says that going online is the best way to get the products, which are otherwise carried in select retail outlets and gyms in Manhattan. Available through their website, the cookies and brownies are received all over America within 5 days of order placement to ensure maximum freshness upon delivery.

Talk show queen Rosie O'Donnell has already become a big fan, giving out Protein Bakery cookies to her television audience and sparking a nationwide craze.

The Express staff sampled a batch of the delectable goodies and agrees that to eat to your heart's content, there are no substitutes for these treats.

For your order from the Protein Bakery, visit www.proteinbakery.com, or www.proteinbakery.com. –Ian Drew