Concept 01
Jammy
Soft gummies
Mixed Berry Gummy Bears
Jammy raspberry up front, ripe strawberry in the middle and a little blackcurrant tang at the end.
- Sweet
- Sour
- Chew
- Soft
Pre-launch Proper candy, clearly explained
Big sweet-shop flavour. A better way to treat.
We’re building the classics you crave with full-on fruit, a proper chew and product facts in plain English. Pleasure first. Proof close by.
- 03first flavour concepts
- 100%taste-first thinking
- 0invented reviews or claims
- Jammy
- Juicy
- Fizzy
- Proper chew
- Bright finish
The first shelf
Three ways to make your mouth water.
Choose by taste, not by a health label. Every bag below is a concept—not currently available to buy.
Concept 02
Bright
Soft chews
Strawberry & Citrus Fruity Chews
Sweet strawberry first, then a sherbet-bright citrus lift that keeps every chew lively.
- Sweet
- Sour
- Chew
- Pillowy
Concept 03
Fizzy
Fizzy jellies
Blackcurrant & Orange Fizzy Drops
Deep blackcurrant gives way to bright orange, finished with a gentle fizz instead of a harsh sour hit.
- Sweet
- Sour
- Chew
- Tender
Find your flavour
Your perfect sweet should start with your tongue, not a spreadsheet.
Three tiny questions. One strong recommendation. No questions about dieting, guilt, bodies or “being good”.
- Taste and texture only
- Skip anything you don’t care about
- Saved only on this device
Question 1 of 3
Skip the finderFlavour has a shape
See the chew. Imagine the finish.
The closer you get, the more specific the promise becomes. That is how a sweet earns desire before it asks for trust.
- 01First hit
Ripe fruit that reads in one bite.
- 02The chew
Springy, soft or tender—with enough body to feel satisfying.
- 03The finish
Jammy, citrus-bright or gently fizzy. Never medicinal.
What “better” means here
Not a halo. A higher standard.
“Better” belongs to the flavour, the craft and the clarity—not to judging what anyone eats.
Taste leads
A sweet has one job first: be delicious.
Every concept begins with a precise flavour, texture and finish—not a wellness lecture.
Sensory target setClaims wait
Ambition is not evidence.
Sugar-free is the formulation goal. It becomes a front-of-pack claim only when the final recipe earns it.
Recipe in developmentFacts stay close
No useful detail buried in tiny type.
Ingredients, allergens, nutrition and serving information will sit beside the decision before anything is sold.
Published before saleThe sweetener question
Less free sugar.
Zero fearmongering.
There is a real reason to reduce free sugar: the NHS advises adults to keep it to no more than 30g a day, while the WHO identifies free sugar as a major risk factor for tooth decay.
But sugar is not a moral failure, and “sugar-free” is not proof that a sweet is healthier in every way. We will earn the claim with a finished recipe and publish the full trade-offs.
Candidate toolkit, not a finished formula
Each route has a job to do and a trade-off to declare.
Aspartame
High-intensity sweetness with almost no bulk. JECFA reaffirmed an acceptable daily intake of 0–40mg/kg body weight; UK labels must flag its phenylalanine source.
WHO risk reviewStevia & sucralose
Very sweet at low levels, with different flavour finishes. “Plant-derived” and “synthetic” describe origins—not whether an ingredient is automatically good or bad.
How sweeteners are assessedPolyols
Maltitol, erythritol and similar ingredients can help create bulk and chew. Tolerance varies, and UK products with more than 10% added polyols require a laxative-effect warning.
See UK label rulesThe Better Take rule: taste first, evidence close by, final claims only after the recipe is validated.
UK claims guidanceGeneral product-development context, not medical advice. Sources last reviewed August 2026.
Building in public
You’re early enough to change what comes first.
No manufactured countdown. No fake “selling fast” banner. Just a real sequence from flavour idea to properly tested product.
Make your vote count- NowFlavour concepts
Pick the idea with the strongest pull.
- NextFormulation
Turn the sensory brief into a repeatable recipe.
- ThenTaste panels
Collect real feedback with sample size and date.
- Before salePublish the facts
Ingredients, allergens, nutrition and final claims.
Become a founding taster
Choose which bag gets made first.
Join for flavour votes, real tasting applications and first notice when a finished product is ready.
- 01Vote on flavour directions
- 02Apply for future tasting rounds
- 03See the facts before launch
Straight answers
No fine-print energy.
The most important pre-launch questions, answered plainly.
Can I buy these sweets yet?
Not yet. Everything shown is a pre-launch concept. This page is here so you can explore the direction and help decide what we develop first.
Are the recipes definitely sugar-free?
That is the formulation goal, not a finished-product claim. Final wording will appear only after the recipe and nutrition information have been validated.
Will you use aspartame?
No final sweetener blend has been chosen. Aspartame is one evidence-reviewed option, alongside steviol glycosides, sucralose and polyols. Any chosen ingredient will be tested for taste, texture and tolerance, then labelled exactly as UK rules require.
What happens when I join the tasting list?
On this preview, nothing is sent anywhere: your choice is saved only on your device. A real consent-based list can be connected when the business is ready to collect emails.
Will ingredients and allergens be easy to find?
Yes. Before any product can be ordered, full ingredients, emphasised allergens and nutrition information will be available beside the product choice.