As someone who loves indulging in treats but wanted to avoid sugar, Gbemi’s realised there was a gap in the market for sugar-free options that didn’t compromise on taste and experience. Inspired by this need, Gbemi experimented with making vegan friendly, sugar-free candy floss, and the positive response from friends and family encouraged her to turn this idea into a business. What started as a small experiment, almost burning down her South East London kitchen , has now grown into Sweetdoughthings, a brand dedicated to offering delicious, guilt-free treats for everyone to enjoy.