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

Product Information

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 on the 11 March 2020 I received the long awaited phone call from a BBC representative who later became my mentor. She asked me many questions about the business, why I had applied, what I was expecting out of the show, and told me what I should expect too. 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. 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.

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'. 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. 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: It was really nice to have a squabble in the Den which lasted longer than what you got to see. Also I went to the wall twice and I tried to negotiate the Dragons down in equity but these parts were all cut from the final episode.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. There was also a lot of discussion regarding what the product costs to produce, where I want to take the business moving forward (besides being the next Tate and Lyle) and how we operate. 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.

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. 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. 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)

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. 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!

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... 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. 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.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. 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. 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. 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 FDA has approved the use of a “does not promote tooth decay” health claim in labeling for sugar-free foods that contain erythritol.