Product Update
Is Puresweet Still in Business? (2026 Update)
Is Puresweet from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Puresweet today.
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Jack Nyber pitched a sugar substitute that promised sweetness without the calories or the blood sugar spike, a category with plenty of competition and plenty of sceptical customers. Puresweet is still selling, though the reviews suggest the reception has been mixed rather than universally glowing.
The short answer
Puresweet is still in business. The company continues to sell its range of sugar, honey and syrup alternatives through its own website, with free UK shipping still advertised on orders. It does not appear to sell through Amazon under an official listing, direct sales through its own site are the main channel.
The brand's ongoing presence is real, but it is worth noting alongside the fact that Trustpilot reviews for the company are mixed, with some customers praising the taste and suitability for diabetic and keto diets while others report customer service issues. Still trading is not the same as trading without friction.
The sugar alternative category has grown considerably since the pitch aired, with erythritol and stevia-based products now widely available from mainstream supermarkets as well as specialist brands. Puresweet's continued operation in a much more contested market than the one it originally entered is itself a reasonable indicator the brand has held onto a loyal enough customer segment to keep going.
The Dragons' Den pitch
Jack Nyber pitched Puresweet in series 18, episode 9, presenting a range of sugar-free alternatives built around erythritol, a naturally derived sweetener that passes through the body largely undigested, has no calories, and does not spike blood sugar, positioned for people managing diabetes or following low-carb diets.
He asked for £75,000 in exchange for 10 percent of the company, and the pitch reportedly drew interest from all five Dragons at once, a genuinely rare outcome that usually signals a product category everyone in the room sees real commercial potential in.
Health-driven food categories tend to draw broad Dragon interest because the customer motivation is durable. People managing diabetes or following a low-carb diet are not chasing a passing trend, they have an ongoing medical or lifestyle reason to keep buying, which makes the repeat-purchase case easier to make than for a novelty food product.
The deal that got done
Peter Jones and Tej Lalvani ultimately won the deal, backing Nyber for the full £75,000 at the 10 percent equity on the table. With multiple Dragons competing for the same pitch, the founder was in the unusually strong position of choosing which investors to work with rather than simply hoping for a yes.
Lalvani's background in health and wellness products through Vitabiotics made him a natural fit for a sweetener positioned around diabetic and health-conscious customers, while Jones brought broader consumer brand-scaling experience to the partnership.
Where things stand now
Puresweet's product range has grown to include Puresweet Zero, a powdered icing sugar alternative, and other formats aimed at both home bakers and everyday sweetener use, sold through the company's own website. The brand markets its Zero product specifically around having no bitter aftertaste, a common complaint about erythritol-based sweeteners, and around suitability for diabetic and keto diets.
The mixed customer service reviews are worth being upfront about. A brand can be genuinely still trading, as Puresweet is, while also having real room to improve on the operational side, and honest coverage should hold both things at once rather than picking the flattering half.
For a business built around all five Dragons wanting in, having only two of them actually close the deal is a reminder that a competitive pitch does not automatically mean every investor gets a stake. Founders in that position have real leverage to choose the partners whose experience most closely matches what the business needs next, rather than simply accepting the biggest offer.
The bottom line
Puresweet asked for £75,000 for 10 percent, drew interest from all five Dragons, and ultimately secured that investment from Peter Jones and Tej Lalvani. The company is still selling its sugar alternatives today through its own website, alongside a mixed but active set of customer reviews.
If you want to try it, Puresweet's own site is the place to buy, there is no confirmed Amazon listing to fall back on.
Where to buy Puresweet
Still selling as of 7 February 2026. Check today's price and availability.
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See the full Puresweet deal breakdown and term sheet →
