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What Happened to Puresweet After Dragons’ Den?

Puresweet appeared on Dragons’ Den in 2021, Series 18 Episode 9. The business was a sugar free alternatives. They secured investment from Peter Jones and Tej Lalvani on the show. The company was dissolved in 2024.

The Pitch

Jack Nyber walked into the Den in 2021 with a sugar free alternatives. They were asking for £75,000 in exchange for 10% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Peter Jones and Tej Lalvani offered £75,000 for 10%, and Jack Nyber accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Puresweet did not survive long-term. The company was dissolved in 2024, only 3 years after the Den appearance.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Puresweet Still in Business?

No. Puresweet is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Easy Tots, Home Things, Vitamin Coffee, Top to Tail Salons. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
SC664307
Registered Name
PURE SWEET LTD
Incorporated
2020-06-16 (ceased 2024-06-25)
Company Type
ltd
SIC Codes
68209
Registered Address
21 West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
Accounts
total-exemption-full (period ending 2023-06-30)
Latest Financials
Total Assets Less Liabilities
£10880
Employees
15
Period
2022-07-01 to 2023-06-30
Officers
  • VLAD, Elena — director
    21, West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
  • ANDERSON, Mathew — director (resigned 2023-04-13)
    21, West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
  • MCGEOWN, James Laurie — director (resigned 2023-04-13)
    21, West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
  • MCGEOWN, James Laurie W — director (resigned 2022-05-16)
    21, West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
  • RIAZ, Sajid — director (resigned 2023-04-13)
    21, West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
  • RIAZ, Sajid — director (resigned 2022-05-16)
    21, West Nile Street, 2/1, Glasgow, G1 2PS, Scotland
← Series 18 ← Episode 9