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Meet the sweet-toothed Manchester startup targeting the UK's biggest retailers

Manchester-based healthy dessert startup Sweet Deceits could soon find its produce on the shelves of the UK’s top supermarkets, as the business prepares to launch two new healthy snack bars.

Springing to life in January last year, partners Laura Barton and Ryan McCarthy created the company out of their joint love of healthy eating and sweet treats.

After selling 4,000 of their kits in the last month and receiving an influx of European orders from businesses in Germany, the duo hope that their raw salted caramel chocolate bar and brownie bar will attract the attention of customers looking for a quick, on-the-go, healthy treat.

Laura Barton, Co-founder of Sweet Deceits said: “Being healthy and loving chocolate is always a challenge! That’s why we started Sweet Deceits. So many of the options on the market don’t stop those sweet cravings and leave you feeling dissatisfied but we wanted to offer something new, that uses natural and wholesome ingredients and tastes good.

“We’ve had such a successful 18 months and want to expand our product range, our new bars are the perfect on-the-go healthy snack option and we’re on a mission to get them stocked in the UK’s biggest supermarkets.”

The entrepreneurial couple developed their idea straight from university after spotting a gap in the healthy treats market. To date the products, which are all gluten-free, dairy-free, refined sugar-free and use only natural ingredients, are currently being trialled in Holland & Barrett Stores.

Following their initial success, the business secured a £10,000 loan from The Start Up Company in March this year and have recently moved to new premises in Salford to help meet demand.

Laura continued: “It’s taken a lot of hard work but has been so rewarding to get great feedback from our customers. We wouldn’t be where we are now without support from The Start Up Loans Company, and the future for Sweet Deceits has never looked healthier!”

Joanna Hill, Interim CEO of The Start Up Loans Company, said: “Laura and Ryan have shown tremendous entrepreneurial spirit in launching their own business while so young. They’ve spotted a gap in the market, and are building up a strong brand from scratch.

“A next step in that journey is to broaden their product range and I’m impressed by their ambitious plans to target the UK’s biggest retailers. I’m really pleased that the Start Up Loans Company has been able to play a part in Sweet Deceits’ success so far.”

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