PureSweet that is made from all natural sugar. The erythritol is naturally cultured from sugar, infused with natural fruit extracts and then crystallized. Erythritol* is a naturally occurring sweetener found in many common foods like fruits, vegetables, cheese and yogurt to name a few. PureSweet erythritol is derived from cultured sugar using a natural process (fermentation). Erythritol is naturally a zero calorie food. Unlike artificial sweeteners, which are man-made synthetic chemical compounds formulated in a lab, erythritol is a natural food that can be found in fruits and vegetables in your garden. Foot note: Furthermore due to Peter Jones hitting his head on a low fitting in the studio earlier on in the day (I didn't realise he was that tall), he had been rushed in to A & E and had to spend a couple of hours there, which delayed filming drastically. 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. 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. 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.

My mentor arranged for a bed to be put into my dressing room so that I could rest, but due to my nerves this was unfortunately not something that had much benefit. 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. I had to make sure I had my pitch up to scratch, prepare myself and arrange the logistics of getting the props for the presentation up to Manchester (where the Den is located). 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! Please keep a look out for more exciting products. We will have Shuga® Cubes available by August 2021, Puresweet Sherbet will be available shortly and we are looking into dessert syrups. For any other suggestions we would love to hear from you, please send it into [email protected],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) The FDA has approved the use of a “does not promote tooth decay” health claim in labeling for sugar-free foods that contain erythritol. 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! Erythritol like other polyols is resistant to metabolism by oral bacteria which break down sugars and starches to produce acids which may lead to tooth enamel loss and cavities formation. They are, therefore, non-cariogenic. The usefulness of polyols, including erythritol, as alternatives to sugars and as part of a comprehensive program including proper dental hygiene has been recognized by the American Dental Association. The FDA has approved the use of a “does not promote tooth decay” health claim in labeling for sugar-free foods that contain erythritol or other polyols. So, what remains next on the young entrepreneur’s agenda? Well, only time will tell; but here’s some insight into his business and some details about Nyber’s experience on the show.

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. If you followed Dragon’s Den’s Puresweet saga as closely as what I did, you’re probably also wondering what happened to the company after that particular episode concluded. 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. 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'.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... Thank you for showing interest in the Puresweet brand and for coming here to find out more about my Dragons' Den experience! (season 18 episode 9) 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. In a recent human study at Glycemic Index Laboratories, PureSweet (Orange line below) is natural and was shown not to increase blood glucose levels.

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. 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! 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.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'. Tangle Teezer have now become a massive international brand, with their products being sold in over 90 countries worldwide, turning over more than 27million pounds a year! 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! 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. 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.