Chocolate Bars
Dragees
Cakes & Muffins
Sweets & Gummies
Cookies
Dessert Sauces
Chocolate Gift Boxes
Wafers
Spreads
Muesli Bars
Hampers
Sales & Promotions
Devilishly Good Since 2010:
The Full Diablo Sugar Free Story
How one British brand became the UK's first low-sugar confectionery range and grew to serve millions of customers across more than 100 countries.
What Is Diablo Sugar Free?
Diablo Sugar Free is the UK's first-ever low-sugar confectionery brand, founded in 2010 by Kevin Mansouri and operated by B Healthy Limited, headquartered in London. Here is the brand at a glance:
- Founded: 2010 by Kevin Mansouri, incorporated as B Healthy Limited on 22 February 2011
- Mission: To put the joy back into snacking by cutting sugar without cutting sweetness
- Range: 100+ products spanning chocolate, cookies, gummies, cakes, wafers, spreads, syrups, and more
- Global reach: Millions of customers in over 100 countries worldwide
- Certifications: Halal, Kosher, Gluten Free, Vegan, and IKC certified
- Tagline: Eat Happy, Be Healthy
Most great brands begin with a problem nobody else has bothered to solve properly. For Diablo Sugar Free, that problem was as simple as it was overlooked: millions of people in the UK wanted to enjoy sweets, chocolate, and baked treats without the guilt, the blood sugar spikes, and the health consequences that come with conventional confectionery. And yet, in 2010, the options available to them were bleak at best.
The sugar-free aisle was a graveyard of uninspiring products that tasted like a compromise. Kevin Mansouri saw that gap and decided to fill it, not with a medicinal supplement or a joyless diet product, but with a genuine confectionery brand that tasted as good as the real thing. The result was a brand that would go on to become the UK's first-ever low-sugar confectionery range, win over millions of customers, and expand to more than 100 countries across the globe.
This is the full story of the Diablo sugar-free brand: where it came from, how it grew, what it stands for, and why it continues to lead one of the fastest-growing categories in UK food retail.
The Origin Story: A Brainwave That Became a Brand
The founding of Diablo Sugar Free in 2010 was, by the founder's own account, less of a grand entrepreneurial vision and more of a brainwave. Kevin Mansouri identified something simple but significant: there was no confectionery brand in the UK that took sugar-free seriously as a mainstream consumer proposition. The products that existed were either medicinal in character, limited in variety, or lacking in taste.
Mansouri's goal was specific. He wanted to create sugar-free products that were genuinely delicious, not just technically compliant with a dietary requirement. He wanted people with diabetes, people watching their weight, and people who simply cared about what they ate to have access to the same enjoyment that conventional confectionery provided. Without the sugar.
Diablo Sugar Free is operated by B Healthy Limited, incorporated on 22 February 2011. The company's head office is at 155-163 Golders Green Road, London NW11 9BX, with UK fulfilment from Welwyn Garden City, Hertfordshire, and a second European warehouse in Klatovy, Czech Republic.
Why the Name "Diablo"?
The name is rooted in the brand's personality. Confectionery is indulgent by nature, and Diablo chose to lean into that rather than hide from it. The tagline "Devilishly Good" captures the paradox at the heart of the brand: treats that taste sinfully satisfying but are made without added sugar. It is a bold, self-aware choice that distinguishes Diablo from the more clinical or medicinal branding commonly associated with sugar-free food products.
The Diablo Timeline: Year by Year Growth
From a standing start in 2010 to a global confectionery brand serving over 100 countries, the growth of Diablo Sugar Free is a story of consistent quality, expanding range, and disciplined distribution. Here is how it happened.
Foundation
Kevin Mansouri establishes Diablo Sugar Free, identifying a clear gap in the UK market for high-quality, genuinely tasty sugar-free confectionery. B Healthy Limited was incorporated the following year.
First Product Launch
Diablo launches its first line of products, including sweets, chocolate bars, cookies, and wafers. Each product is developed to meet a clear brief: no added sugar, genuine taste, and consistent quality. This initial range establishes the core product architecture that remains central to the brand today.
Muesli Bars Introduced
Consumer demand prompts Diablo to extend the range with muesli bars, recognising the growing appetite for on-the-go, lower-sugar snacking options among health-conscious adults and fitness-oriented consumers.
10,000 Customers and Chocolate Spreads
Diablo reaches its first major milestone: 10,000 customers. In the same year, the brand launches its chocolate spreads range, moving beyond traditional confectionery into everyday pantry products for the first time.
Gummies, Sandwich Cookies, and New Cakes
Diablo expands into gummies, sandwich cookies, and a wider selection of cakes and muffins, reflecting the growing diversity of the brand's audience, which by this point encompasses diabetic consumers, health-conscious shoppers, keto followers, and parents seeking lower-sugar treats.
Global Distribution Partnerships
Diablo establishes formal partnerships with major distributors across multiple continents. The brand now supplies products to customers in over 80 countries, marking the transition from a UK-centric brand to a genuinely global confectionery business.
Second Warehouse Acquired
B Healthy Limited acquires a second warehouse in Klatovy, Czech Republic, operated through Lorenc Logistic. This doubles the company's distribution capacity and cements its position as a leader in the European sugar-free confectionery market.
Continued Global Expansion
Distribution grows to cover more than 100 countries. New products, including syrups, muffins, dragees, and fruit cakes, are introduced on an ongoing basis. Diablo becomes a global name in one of food retail's fastest-growing categories.
The Diablo Mission: Eat Happy, Be Healthy
The Diablo brand's mission is stated simply: to put the joy back into snacking. This is not a marketing slogan applied retrospectively to a product range. It reflects the original intent of the founder and the operational philosophy that B Healthy Limited has maintained throughout the brand's history.
The mission has two parts that need to coexist. The first is pleasure: Diablo products are designed to be genuinely enjoyable, not merely acceptable as a lesser substitute. The second is responsibility: Diablo cuts the sugar without cutting the sweetness, using quality ingredients and recipe formulations that deliver taste without the glycaemic impact of conventional confectionery.
Using all of our expertise and knowledge, our enduring ambition is to cut the sugar, without cutting the sweetness. By doing so, we believe we can give our customers delicious treats that can also be part of a balanced diet.
Innovative Recipe Techniques
Diablo's approach to formulation involves the use of polyols (sugar alcohols) and other sweeteners that deliver sweetness with a lower glycaemic index than sucrose. Polyols, including xylitol and sorbitol, are absorbed more slowly by the body than conventional sugars, meaning they have a lower impact on blood glucose levels. Research published in Nutrition Research Reviews by Livesey (2000) confirms the health potential of polyols as sugar replacers, particularly with reference to their lower glycaemic properties.
UK and EU food labelling regulations prohibit any brand from labelling or marketing products as "suitable for diabetics" or "diabetic food." Diablo does not make these claims. Consumers with diabetes should always consult their GP or registered dietitian for personalised dietary guidance before incorporating any sugar-free confectionery into their diet.
The Diablo Product Range: 100+ Ways to Snack Without Sugar
Diablo offers the most comprehensive range of sugar-free and no-added-sugar confectionery in the UK, with more than 100 unique products across eleven categories. Every product in the range is developed to deliver genuine taste first, with no added sugar as the non-negotiable starting point.
Sugar Free
Contains no sugars of any kind, including naturally occurring ones. SF Dark Chocolate contains just 0.5g sugars per 100g.
No Added Sugar
No sugar added during manufacture. May contain naturally occurring sugars from milk or fruit. NAS Milk Chocolate contains 8.9g per 100g vs approx. 55g in standard milk chocolate.
No Maltitol
Diablo does not use maltitol, which can still raise blood glucose despite appearing in many "sugar-free" products on the market.
Unique Products
From chocolate bars to syrups, cookies to hampers, Diablo has the broadest range of any sugar-free confectionery brand in the UK.
Full Product Category Overview
| Category | Key Products | Best For | Diablo Rating |
|---|---|---|---|
| Chocolate Bars | SF Dark Chocolate 85g, NAS Milk Chocolate 85g, Dark Chocolate and Orange | Everyday chocolate replacement, diabetic-friendly snacking | Bestseller |
| Cookies | Almond, Hazelnut, Chocolate Chip and Cranberry, Chocolate Chip and Goji Berry | Tea or coffee pairing, afternoon snacks | Top Rated |
| Sweets and Gummies | Lemon Sweets (12 cal per serving), fruit gummies, dragees | Low-calorie treat, portion-controlled snacking | Popular |
| Cakes and Muffins | Lemon Cake, Cinnamon and Walnut Cake, Almond Cake, muffins | Baked treat lovers, gifting | Expanding |
| Wafers | Sugar-free wafer range | Light snacking, texture variety | Popular |
| Spreads | Chocolate spreads, multiple variants | Breakfast, baking without added sugar | Pantry Essential |
| Dessert Sauces and Syrups | Sugar-free dessert syrups | Home baking, dessert preparation | Growing |
| Muesli Bars | Sugar-free muesli bar range | Fitness, on-the-go snacking | Active Lifestyle |
| Hampers and Gift Boxes | Curated sugar-free gift hampers, chocolate gift boxes | Gifting, corporate, seasonal occasions | Gift Choice |
All nutritional data should be verified on the current product packaging. NAS = No Added Sugar. SF = Sugar Free. Source: Diablo Sugar Free official product range, diablosugarfree.com.
Certifications: Built for Every Dietary Need
Diablo Sugar Free products carry a comprehensive set of dietary certifications that extend the brand's appeal far beyond any single consumer segment. These credentials are not incidental. They reflect a deliberate strategy to make Diablo products accessible to the widest possible range of consumers, regardless of their dietary requirements, religious observance, or lifestyle choices.
Why the Diablo Sugar Free Brand Arrived at the Right Time
Diablo Sugar Free did not create demand for sugar-free confectionery. It responded to a demand that already existed but was being poorly served. The scale of that underlying need is significant, and it has only grown in the years since the brand was founded.
- Approximately 4.3 million people in the UK are currently living with diabetes, many of whom seek confectionery alternatives that do not spike blood glucose levels
- Nearly two-thirds of British consumers are actively taking steps to moderate their sugar intake, according to Mintel research (2025)
- The global sugar-free confectionery market was valued at over USD 2.45 billion in 2024, projected to grow at 4.2% CAGR through 2030, with the UK among the top five global markets (Grand View Research)
- Chocolate confectionery accounts for 44.7% of the global sugar-free confectionery market, making Diablo's chocolate range central to the category's growth
- HFSS regulations introduced in 2022 restrict the placement of high-fat, sugar, and salt products in UK retail, creating new shelf space and consumer attention for sugar-free alternatives
- 66% of UK consumers prefer reduced-sugar products, according to the Mintel UK Sugar and Gum Confectionery Market Report 2025
The UK sugar-free confectionery market was valued at USD 103.6 million in 2019 and was projected to reach USD 150.5 million by 2027 at a CAGR of 4.8% (Grand View Research). This is the market Diablo Sugar Free pioneered as the UK's first low-sugar confectionery brand.
Who Buys Diablo Sugar Free?
Diablo Sugar Free serves a broad and diverse audience united by a single shared interest: enjoying sweet foods with reduced or no added sugar. The brand's breadth of product categories, certifications, and distribution reach means it is genuinely relevant across multiple consumer segments simultaneously.
The Consumer Audience
| Audience Segment | Primary Motivation | Most Relevant Diablo Products |
|---|---|---|
| Diabetic and Pre-Diabetic Consumers | Manage blood glucose levels while enjoying confectionery | SF Chocolate Bars, sugar-free sweets and gummies |
| Health-Conscious Adults | Reduce sugar as part of a balanced lifestyle | Cookies, NAS Chocolate, spreads |
| Fitness Enthusiasts | Lower-calorie, lower-sugar post-workout treats | Muesli bars, lemon sweets, SF chocolate |
| Keto and Low-Carb Followers | Avoid excess carbohydrates and maintain ketosis | SF product lines (0.5g sugars per 100g) |
| Parents | Find healthier occasional treats for children | Cookies, gummies, fruit cakes |
| Vegan and Free-From Consumers | Dietary requirements and lifestyle alignment | Vegan-certified and gluten-free lines |
The B2B and Wholesale Audience
Diablo Sugar Free also serves a significant business-to-business market. Wholesale buyers, including supermarkets, health food retailers, online grocery platforms, gym nutrition stores, and international distributors, can access Diablo's dedicated trade programme. With warehouses in the UK and the Czech Republic, the brand has the logistics infrastructure to support large-scale retail and wholesale partnerships across the UK, the USA, the Middle East, and the European Union.
Diablo Sugar Free operates a structured wholesale programme for trade buyers. Visit the Wholesale section of diablosugarfree.com or contact the sales team at info@diablosugarfree.com to discuss distributor and retail partnerships.
Diablo Sugar Free vs Competitors: How the Brand Compares
The UK sugar-free confectionery market has grown in recent years, with several brands competing for space in the free-from and health food aisles. Here is how Diablo compares against the most relevant alternatives available to UK consumers today.
| Criteria | Diablo Sugar Free | NOMO | Montezuma's | Chocologic | Holland and Barrett Own Brand |
|---|---|---|---|---|---|
| Founded | 2010 | 2019 | 2001 | Not disclosed | N/A |
| SF / NAS distinction | Yes, clearly labelled | Free-from focus | No | No | Varies |
| Range breadth | 100+ products | Chocolate only | Chocolate primarily | Limited | Limited |
| Maltitol-free options | Yes | N/A | N/A | No (maltitol-based) | Varies |
| Wholesale / B2B programme | Yes, dedicated | No | Limited | No | Retail only |
| Countries served | 100+ | UK / select markets | UK primarily | Limited | UK |
| Certifications | Halal, Kosher, Vegan, GF, IKC | Vegan, GF | Vegan, GF | Vegan | Varies |
Comparison based on publicly available brand information and product ranges as of 2025 to 2026. Always verify current product details on individual brand websites. GF = Gluten Free.
For UK buyers seeking genuinely low-sugar chocolate and confectionery, Diablo Sugar Free is the only brand in this comparison that combines a clearly differentiated SF and NAS product structure, a comprehensive selection spanning bars, gummies, cookies, wafers, and baked goods, and a dedicated B2B wholesale programme for trade buyers.
Where to Buy Diablo Sugar Free in the UK and Worldwide
Direct from Diablo
The full Diablo Sugar Free range is available directly at diablosugarfree.com, which ships to customers across the UK, USA, the Middle East, and the European Union. Ordering directly offers the broadest product selection, access to the freshest stock with confirmed best-before dates, and direct access to promotions and bundle offers.
UK Retail and Online
Diablo products are stocked across health food retailers, speciality food stores, and online grocery platforms in the UK. The brand is also available through third-party sellers on Amazon UK and eBay UK. When ordering from third-party sellers, always check the best-before date listed in the product description to ensure freshness.
International Availability
With warehouses in Welwyn Garden City, Hertfordshire (UK) and Klatovy, Czech Republic, Diablo fulfils orders across Europe, the Middle East, and the United States. Distribution partnerships in over 100 countries mean Diablo products are accessible to consumers and trade buyers across most major global markets.
Frequently Asked Questions
References and Sources
- Diablo Sugar Free. About Us. Official brand history and company information. diablosugarfree.com/pages/about-us
- Grand View Research. Sugar-Free Confectionery Market Size and Share Analysis, 2024. Global market valuation at USD 2.45 billion, 4.2% CAGR through 2030.
- Mintel. UK Sugar and Gum Confectionery Market Report, 2025. Consumer trend data including 66% of UK consumers prefer reduced-sugar products. store.mintel.com
- Grand View Research / Horizon Databook. UK Sugar-Free Confectionery Market Outlook. Market valued at USD 103.6 million in 2019, projected to reach USD 150.5 million by 2027 at 4.8% CAGR.
- Livesey G. (2000). Health potential of polyols as sugar replacers, with emphasis on low glycaemic properties. Nutrition Research Reviews. PMID: 10676455.
- NHS. Sugar: the facts. nhs.uk
- Renub Research. UK Diabetic Food Market Projections 2024 to 2033. Market projected to grow from USD 536 million in 2024 to USD 910 million by 2033 at 6.05% CAGR.
- IndexBox. United Kingdom Sugar Free Candy Market Analysis and Forecast, 2026. indexbox.io
- Diablo Sugar Free. Diablo vs Competitors: Which Sugar-Free Brand Wins? April 2026. diablosugarfree.com/blogs/guide/diablo-vs-competitors
- Diablo Sugar Free. Best Sugar-Free Sweets UK: Top 15 Picks for 2026. May 2026. diablosugarfree.com
Ready to Taste Devilishly Good Without the Sugar?
Diablo Sugar Free crafts over 100 products, including chocolates, cookies, gummies, cakes, and syrups, with no added sugar and genuine flavour in every bite. Made for everyone who refuses to give up life's sweet moments.
Shop Diablo Sugar FreeNo maltitol. No added sugar. No compromise on taste. Halal, Kosher, Vegan and Gluten-Free options available.