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Why Sugar Free?

'500 people every week in the UK, are dying prematurely due to diabetes'

I've always had a sweet tooth and have found it so difficult to curb that craving. (I now know that our brains are addicted to sugar - it activates the reward response and so cutting down on sugar is no easy task!). However, it can lead to so many health risks, cardio vascular disease in diabetes been a major one, which I personally have come face to face with and unfortunately, this disease has proven fatal in my family.

'Just call me Crystal!'

So I wanted to create a sugar free sweet that doesn't have that tell tale artificial aftertaste, that was diabetic friendly...and why the diamond shape, well that's purely because I've been fascinated with jewels and gemstones since I was young (I actually wanted to change my name to Crystal - no joke!).

'not nice, I mean like really good...'

Our Company's vision and mission is twofold;

- educate and tackle the excessive intake of refined sugar products in our everyday diets

- to challenge and disrupt the sugar free market with confectionery that actually tastes good (not nice, I mean, like really good), using natural, plant based ingredients, with no additives, because quite simply, 'Everyone deserves a sweet treat!'

'Sugar free doesn't have to taste weird!'

Sugar free doesn't have to taste weird. It shouldn't be something you have to do, it should be something you want to do and that simply starts with products, that have real flavour and a great taste.


Davinia - Founder of Sweet Clarity


*National Diabetes Audit