You gave up sugar, not baking.

One ingredient. It browns and caramelises, like sugar does.

One ingredient · Browns and caramelises · Swaps 1:1 for sugar

Founder price

£29.99 £23.99 / 500g

Reserve at the founder price · £5

£5 now, refundable any time before launch, and it comes off your first order.

And when it arrives: if your first bake doesn't brown, tell us. We'll refund you and you keep the bag.

Not ready? Keep me posted

Two batches of the same cookie recipe side by side. The stevia-blend batch is pale. The hush batch is golden.
Same recipe, same oven, same tray. The pale batch is a stevia blend. The golden one is hush.
One ingredient · Browns and caramelises · Swaps 1:1 for sugar

Why the last batch came out pale.

Most sugar alternatives are an erythritol blend. It sweetens. It doesn't brown. That isn't your recipe failing. It's the bag.

hush tagatose Erythritol blend
Browns & caramelises like sugar does stays pale
Aftertaste none cooling, minty
Ingredients one two or three, mostly bulk

hush is D-tagatose on its own. Nothing blended in, nothing to bulk it out. It browns and caramelises, like sugar does.

A hush cookie broken open, soft centre and melted chocolate.
Broken open. The colour goes all the way through.

And the things you'd stopped making.

Browning is one thing. Caramel is the harder one — it has to melt, then darken, then set glassy. hush does that on the hob, on its own, with nothing added to bulk it out.

Caramel · Fudge · A brûlée top that cracks

Molten caramel made with hush pouring from a pan in a thin amber thread into a glassy pool on baking parchment.
Caramel, off the hob. It pulls a thread and sets hard.

Three things I learned baking with it.

  1. 01

    It browns earlier than sugar. Drop your oven 10 to 15°C, or pull the bake a little sooner.

  2. 02

    It caramelises fast. Stand over the pan.

  3. 03

    It's about 90% as sweet as sugar. If a recipe is meant to be very sweet, add a touch more.

Every bag comes with this card.

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. hush exists because I wanted some on my own shelf.

Nicolas.

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Only ever about hush: launch news, the odd baking note, and sometimes a question to help me get this right. Not often, and one click to stop. Privacy policy.

Questions, honestly answered.

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

On the ingredient.

D-tagatose is a rare sugar that occurs naturally in small amounts in some plants and fruits. It tastes like sugar, and it behaves like sugar in the oven.
No. Allulose is a different rare sugar, and it isn't authorised for sale in the UK. Tagatose is, and has been since 2005.
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.
1:1 by weight, same as sugar. One thing to know before your first bake: it browns earlier than sugar, so drop your oven 10 to 15°C or pull the bake a little sooner. For the tolerance threshold, see Any side effects? below.
Yes — that's the photograph above, made at home on the hob. It melts, darkens and sets hard, which is the part an erythritol blend won't do: erythritol recrystallises instead of caramelising. One warning from experience — it catches faster than sugar, so keep the heat lower than the recipe says and don't walk away from the pan.
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.

If your first bake doesn't brown, tell us. We'll refund you and you keep the bag. You've been let down by a bag of this stuff before, and there's no reason to take our word for it either.
Reserving locks the founder price: £23.99 instead of £29.99 for 500g. The £5 is refundable any time before launch, and it comes off your first order. We'll email you when there's a confirmed date.
500g of pure D-tagatose and nothing else. 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 it to.
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.
We made a short film about what tagatose is and where it comes from. It's a made thing, not a photograph, and it has nothing to prove — the bakes on this page are the evidence. Watch it here if you'd like to.
Later in 2026. We'll email you when there's a confirmed date.

Reserve at the founder price.

Reserve · £5

£23.99 for 500g. £5 now, refundable until launch, and it comes off your first order.

If your first bake doesn't brown, we refund you and you keep the bag.

Only ever about hush: launch news, the odd baking note, and sometimes a question to help me get this right. Not often, and one click to stop. Privacy policy.