Sweet Freedom was created by Tina Michelucci and Deborah Pyner, two foodie friends and creative cooks. They had spent years developing new healthy recipes together but were never happy with any sugar replacements and so set out on a journey to develop their own natural fruit based sweetener.

Three years later ... ta da ... Sweet Freedom is launched!

Deborah also has a gluten intolerance and her husband is diabetic, so as you'll see in the recipe section all recipes have a low GL (glycaemic load) and are suitable for diabetics and many are wheat or gluten free and vegan too.

'As 'healthy foodies' our criteria for the ideal natural sweetener was simply that it had to be 'guilt free and gorgeous' and three years on from our initial brainstorming of the idea we feel we have finally achieved our goal, although it's been an emotional rollercoaster and the only thing that has kept us in any way sane is having the same (some say bizarre!) sense of humour, we both have our up and down days and take it in turns to pull each other out from hiding under the bed when things go wrong!'

It's proving a great choice for vegans as a honey alternative too as its ideal on toast and porridge in place of honey and has fewer calories and a lower GI/GL.

'We both used to take sugar in our tea and coffee so now use Sweet Freedom and when we have any spare time ourselves, which isn't much at the moment, we love to make our favourite healthy cookies, cupcakes, truffles, flapjacks and sticky toffee puds - all 'no added sugar' (crystalline) and effectively 'sweetened with fruit' much healthier than using golden syrup! We also make ice cream, sauces, jams, lemon curd, marinades, chutneys and dressings too.'

The pair have some very stiff competition on the recipe front - 'We have hundreds of recipes now and seem to come up with a new one each week ... however, there are now a few WI ladies who, having discovered Sweet Freedom are producing some delicious cakes, desserts and jams at their fetes and meetings and sending us the recipes, so we are getting a bit worried. You know who you are!'

Joy Skipper, Masterchef Semi-finalist and food stylist is also a huge fan of Sweet Freedom,you'll find some of her delicious recipes in our recipe section.

Due to demand Sweet Freedom is also available as an ingredient. You can already buy ice cream, Choc Chick chocolate making kits, No Added Sugar Co-Co Jacks (flapjacks made with just Sweet Freedom, oats and coconut oil) - all 'sweetened with Sweet Freedom', with more flapjacks, granola, cakes, jams, chutneys, chocolate, sauces, cakes and cereal bars soon to be launched.

If you would like to keep up to speed with new products and recipes and receive product samples just click here.