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.
Our read
The Hub verdict
Sugar-free sweeteners ride a strong health tailwind, and Jack Nyber leaned into it, opening at £75,000 for 5 percent of Puresweet in season 18, a £1,500,000 valuation. He did not hold that line: the deal that closed was £75,000 for 10 percent, split evenly between Peter Jones and Tej Lalvani at 5 percent each, which halves the implied price to £750,000. Doubling the equity to protect the cash is the most common concession made in the Den, and even after it Nyber keeps 90 percent of his company while adding two well-connected backers.
