The pitch
What walked into the Den
Jack Nyber brought Puresweet to Dragons' Den in season 18, which aired in 2021.
In the pitch, Puresweet asked the Dragons for £75,000 for 10% of the business, valuing the business at about £750,000.
After the show
What happened next
On air, Puresweet agreed a deal of £75,000 for 10%, backed by Peter Jones and TejLalvani. The terms are quoted from the aired episode as public record.
When we checked in July 2026, Puresweet was still selling, so we mark this pitch as still available and date the check.
Our read
The Hub verdict
Sugar-free sweeteners ride a strong health tailwind, and Jack Nyber leaned into it, asking 75,000 pounds for 10% of Puresweet in season 18, a valuation of 750,000 pounds. The number stuck: Peter Jones and Tej Lalvani each took half the round at exactly the terms on the table. Two Dragons for a tenth of the company points to a valuation they found credible and a deal worth competing for. Giving away only 10% leaves Nyber comfortably in control while adding two well-connected backers. The health-food shelf is unforgiving, though, and whether the sweetener range held its place after 2021 is the question the episode cannot answer, so we log it as unverified until a real check says otherwise.
Worth knowing: The deal above is public record from the episode. We never treat an on-air handshake as proof a product is still for sale today.
