You gave up sugar, not baking.

The sugar-free that actually browns. hush isn't a sugar substitute. It's a sugar, just a rare one.

Swap 1:1 in any recipe · Browns and caramelises · Authorised in the UK since 2005
See why it's different
A hush bake: almond-flour cookie with a golden caramelised crust.
A real founder bake, no filter. This almond-flour cookie turned golden on hush, not sugar.
Swap 1:1 in any recipe · Browns and caramelises · Authorised in the UK since 2005

Cheaper swaps cut corners. hush doesn't.

hush tagatose Erythritol
Browns & caramelises like real sugar stays pale, recrystallises
No cooling aftertaste clean finish that minty-cold hit
Tastes like sugar ~90% as sweet ~65%, with an edge

Most "sugar-free" baking lets you down in the oven: pale bakes, that cooling aftertaste, a taste that's almost-but-not-quite. hush behaves like sugar because it is a sugar. Just a rare one.

A hush cookie broken open, soft centre and melted chocolate.
Broken open: the colour runs all the way through. Baked with hush.

Made the hard way.

Tagatose is a rare sugar, one nature makes only in trace amounts. Producing it takes a multi-step process and small batches, in an NSF-certified facility at 99%+ purity.

We're not here to be the cheap option. We're here to be the one that actually works when you bake. The price is the honest cost of that.

Founder's price

£29.99 £23.99 / 500g

20% off the £29.99 launch price, for your first 500 g. Locked in when you reserve.

No card, no commitment. We email once, at launch. Privacy policy.
A small batch of hush cookies, baked at home.
A small batch, baked at home with hush.

From the kitchen.

Reading, UK · 2026

I'm French, and I bake most weeks. A few years ago I started eating low-carb, and that's where the problem started. Erythritol cooled on the tongue. Stevia had an aftertaste. Everything labelled "sugar alternative" behaved like a powder, not a sugar.

The recipe that broke me was halva. I love tahini, I love halva, and there's no way to make a proper one without something that caramelises. I kept hearing about allulose. It isn't authorised in the UK.

D-tagatose is the closest thing I've baked with that doesn't ask me to compromise. It browns. It caramelises. It tastes like sugar. hush exists because I wanted some on my own shelf.

Nicolas.

Questions, honestly answered.

If yours isn't here, write: [email protected]

On the ingredient.

D-tagatose is a rare sugar that occurs naturally in some plants and fruits. It tastes like sugar, behaves like sugar in the oven, and caramelises more easily than sucrose.
No. Allulose is a different rare sugar, not yet authorised for sale in the UK. Tagatose is sweeter, closer to sucrose, and caramelises more readily.
Very close to sugar. No aftertaste like stevia or monk fruit, no cooling on the tongue like erythritol. About 90% as sweet, so slightly less assertive, but recognisably the same flavour.
Yes, 1:1 by weight. The browning behaves like sugar, so bake times don't change. (Tagatose is about 90% as sweet as sucrose, so for very sweet sets like caramel some bakers bump it 10%.) For the tolerance threshold, see Any side effects? below.
Most people are fine up to around 15g per portion. Like most rare sugars, excessive consumption may produce laxative effects, so start smaller if you're new to it.
Pure D-tagatose. Single ingredient, no fillers.

On the reservation.

Tagatose has been UK-authorised since 2005, but pure D-tagatose at home-baker prices is hard. Most retail versions blend it with bulking agents to hit a price. We're launching it on its own.
One ingredient, done properly. Tagatose is a speciality sweetener, small-batch and made from plant fibre, and it costs us many times what sugar does before it reaches you. We could make hush cheaper by blending in bulk sweeteners, the way most sugar alternatives do, but then it wouldn't bake the way you want. You're paying for 500g of pure tagatose and nothing else.
Reserving locks the founder's price: £23.99 instead of £29.99 for 500g, before public launch. No card, no catch. We'll email you once, when there's a confirmed launch date. No newsletter, no third parties.
Later in 2026. We'll email you once when there's a confirmed date and price.

Lock the founder's price: £29.99 £23.99 / 500g.

No card, no catch. One email at launch, then we're quiet again. Privacy policy.