Puresweet Zero® 100% Natural Zero Calorie Sweetener 1kg, No Bitter Aftertaste, Diabetic Friendly, Tooth Friendly, Vegan, Non GMO.

Product Information

Finally at 8pm the crew radioed in to my mentor to say it was now my time to enter the Den! At this point I was exhausted from waiting, worrying and rehearsing. My nerves are through the roof, my heart is racing, the level of anxiety I was experiencing is difficult to describe. Since then we have created many other products to our lineup that fall into our ethos of removing sugar from your diet with no compromise to taste or health. What if I mess up, what if I make a mistake, what if they rip me apart, what if I don't get investment, so many questions that were whirling through my head. I got in the lift and just before the doors opened I overheard the Dragons' discussing/predicting what I was pitching to them, overhearing them didn't help matters at all, it threw me off totally...

I have always been business minded and constantly looked out for business opportunities throughout my childhood and early adulthood. This made Dragons' Den an amazing TV show for me, it gave me good insight into the minds of people who have been running successful businesses for many years, providing me with invaluable knowledge, whilst being extremely entertaining at the same time.This baffled me, because we were in a BBC building being filmed by BBC crew, but somehow he wasn't aware of their filming permit which apparently has to be issued for any filming that goes on in the building. My mentor said to him, 'What do you mean?, We are filming for Dragons' Den, we have a permit, if you want you can call my manager'. At around 11am I was called by one of the BBC logistics representatives to make sure that I knew where I had to go to drop off the props and told me where I can park near the studio. I was asked by my mentor to come in for an audition at the BBC broadcast centre in White City, London, on the 17th March 2020. She asked me to bring along a selection of the products we sell and prepare a short speech about the benefit of the products and the amount of investment I was looking for. At this point I was really nervous because I was about to be filmed (I am camera shy) and I would have to recite my pitch off memory. The film was to be shown by my mentor to the producers at a later date to decide if they are willing to take me into the real Den.

He is yet to update fans of the show who have not yet watched the episode in which he received his deal. But it is confirmed that the deal was a double offer from dragons, Peter Jones and Tej Lalvani. Below I will be sharing my full experience on Dragons' Den to give you an insight on all the ins and outs of the show, from application to closure. Due to the pandemic, the full journey has taken more than 1.5 years! In a recent human study at Glycemic Index Laboratories, PureSweet (Orange line below) is natural and was shown not to increase blood glucose levels. The FDA has approved the use of a “does not promote tooth decay” health claim in labeling for sugar-free foods that contain erythritol.PureSweet has non-cariogenic properties, which means that it helps fight tooth decay! Research clearly established that the use of erythritol ( PureSweets main ingredient) sweetened foods provides additional help in the battle against tooth decay by significantly decreasing plaque accumulation. After several takes, my mentor was happy with the filming, we wrapped everything up and I left, with my fingers crossed hoping that the producers will accept the audition.

The editors cut out a part where Sara Davies said that she can't come to terms with the valuation of my business, with which Deborah Meaden came to my rescue right away and said 'In fact I think 1x turnover is a fair evaluation'. For many years this was just an fantasy, but after turning my journey of finding the greatest sugar alternative into a business it has become the reality! To me the fact that no one had thought of using the same brush that's used for horses tails on girls hair was not a good enough argument to reject the investment, because if it works it works, as demonstrated in the Den. In fact I think it makes the idea even more investable if no one had thought of it before. Furthermore, no proper patent protection also didn't faze me, because I know that when a company is first to market they always stand above the copycats. Take 1 started and I messed up, urgh, I was frustrated, but I tried to calm myself, took a minute to revise my lines and we started take 2. Weirdly out of the blue we got interrupted by a TV licensing supervisor who said that we were not allowed to film because we did not have a filming permit! In the body, erythritol is absorbed into the bloodstream in the small intestine, and then for the most part excreted unchanged in the urine. Because erythritol is normally absorbed before it enters the large intestine, it does not normally cause laxative effects as are often experienced after over-consumption of other sugar alcohols (such as xylitol and maltitol) and most people will consume erythritol with no side effects. This is a unique characteristic, as other sugar alcohols are not absorbed directly by the body in this manner, and consequently are more prone to causing gastric distress. (*SOURCE: Wikipedia)Furthermore I thought of questions the dragons may ask and prepared the answers in my head so that I would not be stumped and potentially mess up my pitch. This is where being a fan of the show really comes handy! The reason why some of the bags are turned around or lying down was due to the producers saying that there are new rules that don't allow you to show more than one of each product, it's because they don't want companies abusing the advertisement space they have being on Dragons' Den, this rule was only mentioned when we were setting up the table at the studio, so we had to find innovative ways to dress the table without showing more than one of each product. At that point we did't have our Brown Shuga® or our Mayple® Syrup so that meant we only had 3 products on the table. This gave us very little to play with. Over the years there have been times that I was screaming at the screen, either when an investment went through that I thought was a bad investment or when an investment didn't go through and I thought that the dragons should have invested. If the market starts introducing a product like this into the homes of the public, sugar substitutes will either fall by the wayside, or have to resort to creating copies of the young entrepreneur’s innovation.