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During last year’s lockdown there were many tales of locals adapting and rising to the challenge. Paula & Sam are a great example. They are both passionate and personally embrace the Keto diet. You can tell by the smile on their face that they ‘walk the walk’ and aren’t scared to share their experiences with those who ask.

They have been regulars at the Saturday morning Nelson Market where they sell their delicious food offerings that is unique in the way they don’t use traditional sugar.  They stock some of their favourite low carb products: sweeteners, drinks, relishes, teas, protein powders, etc. They also sell fresh cakes and slices and an array of keto savoury items. Sweet not sugar is low carb baking that is sugar free, gluten free, grain free. It is great for diabetics, gluten intolerant, and people eating a low carb Keto diet. No sugar….

During lockdown in 2020, a surprise opportunity arose and after careful consideration, they decided to rent a shop space at 5 Montgomery Square.

“It’s been really encouraging to hear inspirational stories from our customers who have embraced Keto diet and try the sugar free model. Some have lost tens of kilos in weight, improved concentration levels and enjoy newfound energy. We love sharing our knowledge of sugar free, gluten free, grain free, low carb, keto baking.” says Sam.

Not only do they sell delicious treats, they are also a food wholesaler and do catering by appointment. “We use a sugar alternative called Monk-fruit to add the sweet flavours to our food offerings. It keeps your blood sugar levels balanced and is an ideal choice for Diabetics. Erythritol is a non-digestible product we embrace. It sounds like a very ‘chemical’ name, but it’s actually very natural and we get great feedback from our customers about how they use it in their cooling at home.”

Just recently, Sam and Paula launched their brand spanking new website (which looks stunning) and are now able to ship nationwide.  Be sure to check out the recipes such as the delicious Tiramisu or very popular Lamingtons on their website that can be made using their baking mixes.

We suggest you pay them a visit and try one of their Bliss balls. It’s sweet but doesn’t leave you feeling flat 20 minutes afterwards. There are loads of information in the shop and these guys are great ambassadors for the Nelson Tasman region.


Enjoy shopping at Sweet not Sugar and receive an exclusive 15% discount when purchasing online.  Use promo code UN26.  Apply code at checkout.

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Explore the virtual tour at Sweet Not Sugar, 5 Montgomery Square, Nelson.

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