Is Puresweet Still in Business? (2026 Update)
Jack Nyber brought Puresweet to Dragons' Den in season 18, pitching a range of sugar free sweetener alternatives aimed at people trying to cut sugar without giving up sweet food.
The answer is yes, and it is one of the more clear cut ones in this batch. Puresweet's own site was live and selling when we checked, with named products, prices, and a working checkout.
What they pitched in the Den
The original ask was £75,000 for 5% of the business. The deal that got struck on air ended up being £75,000 for 10%, split evenly between Peter Jones and Tej Lalvani at 5% each, which roughly doubled the equity Nyber gave up for the same cash.
That kind of gap between the ask and the agreed terms is common on the show and worth remembering when people quote a company's Dragons' Den valuation as if it were the final word. The real number is whatever got signed, not whatever was pitched first.
Are they still trading?
When we checked in July 2026, puresweet.co.uk showed a working shop with named products including Puresweet Zero 1kg, Shuga Cubes, and Mayple Syrup, each with a listed price and an active cart.
A branded sweetener range surviving in a category dominated by supermarket own brand alternatives is not a given, so an active, priced, multi product storefront is a reasonably strong signal that Puresweet has found a customer base willing to buy direct rather than just picking up whatever is cheapest on the supermarket shelf.
Can you still buy it?
Yes, directly from puresweet.co.uk, which listed multiple products with working add to cart functionality at the time of our check.
If you are specifically after the Zero range or the Mayple Syrup, both were named and priced on the site, which makes this one of the more straightforward buy links in this whole batch of pitches.