Apprentice Winner Sarah Lynn Launches Sweets in the City // January 2, 2018


Sarah Lynn, Apprentice Winner 2018 has officially launched her sweets brand, Sweets in the City. The company that specialises in personalised sweets jars, offers a personal take on a modern classic.

Lynn, 35, from Croydon was the joint-winner of the Season 13 with recruiter James White. The business dated back to 2010 as Lynn looked to seal a sweet investment to grow the business.

Starting from £18 per jar, you choose your favourite sweets (fizzy, pick and mix, retro classics or wrappers) and the team will pop them in a jar, include your personalised note and send to your recipient in the post.


In addition to the sweet jars with a personalised message, Lynn designed an innovate post-in-the-box sweet gift, inspired by Graze. The box was design by Rapidity printers live on the show and distributed to Lord Sugar in the final pitch.

Other candidates on the finalist’s team said “Who wouldn’t want one to these in the post?”



Getting sweet with the name

The final episode showed Sarah Lynn toying with the name of her brand. Originally choosing Chic Sweets before changing to Sweeteze, which she presented in the final pitch in front of industry experts.

It emerged after the show that Sweeteze was already a name out there, used more in the US, as a supplementary for Diabetes. Instead, the name Sweets in the City has stuck, a delicious play on Sex and the City. The name also works better with Lynn’s aim to target the City trade and corporate gifts.

Products from Sweets in the City can be ordered online and are also stocked in Harrods, Benugo and Selfridges.