Puresweet
DealSugar free alternatives
Puresweet is a sugar free alternatives that got its big break on Dragons’ Den in Season 18, and convinced Peter Jones and TejLalvani to invest.
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From the show
The Dragons’ Den pitch
- £75K
- Asked for
- 5%
- Offered equity
- £1.5M
- Sought valuation
- £75K
- Deal amount
- 10%
- Deal equity
- £750K
- Deal valuation
Founder Jack Nyber stepped onto the carpet in Season 18, Episode 9 in the episode that aired 27 May 2021. Puresweet, the sugar free alternatives, pitched in the Other category, one of 909 other businesses to brave the Den across all 22 seasons.
The ask was £75,000 for 5% of the company, an implied valuation of £1.5M.
Peter Jones and TejLalvani teamed up at £75,000 for 10% equity. That priced the company at £750K, a haircut from the £1.5M the founders walked in asking for, which is how negotiations in the Den usually go.
Season 18 saw 70 pitches, and 35 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.
Is Puresweet still in business?
Read our 2026 update on where the company is now.
Sold on Puresweet?
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Frequently asked questions
Where can I buy Puresweet?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Puresweet get a deal on Dragons’ Den?
Yes. Puresweet closed a deal for £75,000 in exchange for 10% equity, with Peter Jones and TejLalvani.
Which dragon invested in Puresweet?
Peter Jones and TejLalvani invested in Puresweet (£75,000 total as aired).
What season of Dragons’ Den was Puresweet on?
Puresweet appeared in Season 18, Episode 9, which aired 27 May 2021.
How much was Puresweet asking for on Dragons’ Den?
The founders asked for £75,000 for 5% of the company, a £1.5M valuation.
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