Lord Sugar & Apprentice winner, Sarah Lynn, officially launch their new business, Sweets in the City

Lord Sugar is presented portrait of his image made out of sugary sweets, London, UK, 7th June 2018

After six months of hard work and preparation, the gifting brand hits the shelves of London’s sweetest hotspots, including Harrods, Selfridges and Kingdom of Sweets, offering those with a sweet tooth a tasty variety of premium confectionary favourites in the form of stylish Jars of Joy, Shakes, Boxes and Giant Lollipops.

Sweets in the City will also offer bespoke letterbox packages – as seen in the final episode of the 2017 series – for those wanting to send something a bit more personal to friends and family. The Letterbox Treats will be available to buy online and allow customers to personalise the box and deliver it to loved ones, right through their front door.

Sarah was named joint-winner during last year’s series of BBC One’s ‘The Apprentice’, receiving a £250,000 investment from Lord Sugar, alongside fellow contestant James White. Since then, she has been working hard to build the brand’s online gifting site and get retailers onboard to satisfy sugar cravings across the UK. The sweet treats can now be purchased as corporate bundles, gift packs or subscription boxes from Harrods Sweet Street, Harvey Nichols, Selfridges and Kingdom of Sweets, as well as online.

To mark its launch, Sweets in the City has 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.

Lord Sugar is presented portrait of his image made out of sugary sweets, London, UK, 7th June 2018


The portrait of Lord Sugar took 10 hours to create and consists of 3,000 sweets, including jelly beans, shrimps, refreshers and drumsticks. It can be seen in all its glory at Kingdom of Sweets, Piccadilly Circus.

As well as this, an additional reworked illustrative portrait of Lord Sugar has also been created by pop culture and street artist ‘Bareface’. The bespoke frame was cleverly made using a variety of used retro sweet wrappers by local company Artful Framers

Sarah Lynn, Founder of Sweets in the City said, “It has been a very busy, but hugely exciting past six months for us. To finally be launching Sweets in the City to the world is a dream come true, and something that was only made possible by the support of Lord Sugar. That’s why we have had this candy portrait created in his honour.”

Lord Sugar commented, “I have watched Sarah working incredibly hard since the series ended at the end of last year, keeping her head down to turn her dream into a reality and build an exciting business with a great future. We are grateful to the retailers who have come on board to support the brand and look forward to broadening the Sweets in the City product offering to meet the demands of the ever-growing confectionary industry.”

As well as within retailers, Sweets in the City gifts can be ordered online for home delivery.