Joined in 2023 
82 
63 About this deal
Tangle Teezer have now become a massive international brand, with their products being sold in over 90 countries worldwide, turning over more than 27million pounds a year! Thank you for showing interest in the Puresweet brand and for coming here to find out more about my Dragons' Den experience! (season 18 episode 9)
Finally at 8pm the crew radioed in to my mentor to say it was now my time to enter the Den! At this point I was exhausted from waiting, worrying and rehearsing. My nerves are through the roof, my heart is racing, the level of anxiety I was experiencing is difficult to describe. 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. 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... So, what remains next on the young entrepreneur’s agenda? Well, only time will tell; but here’s some insight into his business and some details about Nyber’s experience on the show.After waiting roughly 40 minutes a girl came out and called my name. She introduced herself as my mentor, this was my first time meeting her. She asked me to follow her to where we were going to have the audition. 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. 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.
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. The editors cut out a part where Sara Davies said that she can't come to terms with the valuation of my business, with which Deborah Meaden came to my rescue right away and said 'In fact I think 1x turnover is a fair evaluation'. 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. The FDA has approved the use of a “does not promote tooth decay” health claim in labeling for sugar-free foods that contain erythritol.
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. 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. In a recent human study at Glycemic Index Laboratories, PureSweet (Orange line below) is natural and was shown not to increase blood glucose levels.
Below I will be sharing my full experience on Dragons' Den to give you an insight on all the ins and outs of the show, from application to closure. Due to the pandemic, the full journey has taken more than 1.5 years!He is yet to update fans of the show who have not yet watched the episode in which he received his deal. But it is confirmed that the deal was a double offer from dragons, Peter Jones and Tej Lalvani. Furthermore due to Peter Jones hitting his head on a low fitting in the studio earlier on in the day (I didn't realise he was that tall), he had been rushed in to A & E and had to spend a couple of hours there, which delayed filming drastically. 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. 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. Take 1 started and I messed up, urgh, I was frustrated, but I tried to calm myself, took a minute to revise my lines and we started take 2. Weirdly out of the blue we got interrupted by a TV licensing supervisor who said that we were not allowed to film because we did not have a filming permit!
One year I was over in the states at a food exhibition and I stumbled across a similar product to our product Puresweet Zero, I was surprised that this was not available in the UK, this sweetener tasted like sugar, granulated like sugar, 100% natural, and had zero calories, finally this was my answer!
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. 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) The reason why some of the bags are turned around or lying down was due to the producers saying that there are new rules that don't allow you to show more than one of each product, it's because they don't want companies abusing the advertisement space they have being on Dragons' Den, this rule was only mentioned when we were setting up the table at the studio, so we had to find innovative ways to dress the table without showing more than one of each product. At that point we did't have our Brown Shuga® or our Mayple® Syrup so that meant we only had 3 products on the table. This gave us very little to play with. Please keep a look out for more exciting products. We will have Shuga® Cubes available by August 2021, Puresweet Sherbet will be available shortly and we are looking into dessert syrups. For any other suggestions we would love to hear from you, please send it into [email protected],
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