You gave up sugar.
You shouldn't have to give up baking.

Cut sugar and the baking goes with it — everything turns to powder, aftertaste, that cooling on the tongue. Hush is pure tagatose, a rare sugar that swaps 1:1 and behaves like the real thing. Caramel, crust, crumb.

Swap 1:1 in any recipe · Browns and caramelises · Authorised in the UK since 2005

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Swap 1:1 in any recipe · Browns and caramelises · Authorised in the UK since 2005

What you can actually bake with it.

Caramels and toffee.

Salted caramel · Toffee · Butterscotch

Tagatose sets, snaps, and pulls. The structure other low-carb sweeteners can't hold.

Bread and brioche.

Sourdough crusts · Brioche · Cookies

Real crust colour, not pale. Real cookie edges, not soft.

Halva, custards, brûlée.

Tahini halva · Crème brûlée · Flan

Anything that asks for caramelised sugar handles tagatose. The recipes that broke other sweeteners are fine here.

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.

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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.
Your email locks in 20% off your first order, before public launch. No card, no commitment. We'll email you once, when there's a confirmed launch date and price. No newsletter, no third parties.
Later in 2026. We'll email you once when there's a confirmed date and price.

20% off your first order, for the first bakers.

No card, no commitment. One email when we launch, no newsletter. Privacy policy.