Apprentice winner Sarah Lynn is looking to expand her business further into the corporate sector

The ambitious and enthusiastic winner of TV’s The Apprentice 2017, Sarah Lynn caught up with Product Media magazine to discuss her future plans. Sarah started her business in 2010 after travelling the world with her husband to be. She thought that many companies that were provided sweets were selling sub-standard product with poor packaging.

Sarah wanted to create something that was memorable and different with a real personalised touch. In the 2017 series of The Apprentice she was one of two winners – the first time Lord Sugar hired both candidates. She received a £250,000 investment from Lord Sugar. To mark its launch, Sweets in the City teamed up with food artist, Nathan Wyburn, to create a life-size portrait of Lord Sugar, made entirely from Sarah’s sweet collection, and gifted to The Apprentice host. Currently the corporate side to the business accounts for around 15% of the total business, but plans are afoot to grow this substantially, including a possible trade division. The letterbox treats have been a huge hit, with a range of beautiful packaged boxes.

The company has a staff of 16 and is based in Croydon and has already worked with some sizeable brands like Ambassador Theatre group, Selfridges, Harrods and Moonpig. “Since becoming involved with Lord Sugar, the support of his team has been great,” said Sarah. “Our investment has gone towards brand and product development as well as a new look website.


Sweets in the City can customise its confectionery with a corporate logo or bespoke design using personalised stickers, ribbons, packaging or gift tags, making a fantastic gift and excellent promotional tool. The company works closely with each corporate client to make sure it creates a personalised product that’s fit for its purpose, whether that’s a profile-raising event, direct marketing campaign, delicious customer gift or memorable staff incentive. Sweets are prepared to the highest standards, and delivered with care.

A wide range of products are on offer with packaging options to suit each client, The company creative team can help with the process, coming up with something to suit any budget or event while making sure your name and branding take centre stage.

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