No Added Sugar is a British boutique childrenswear label founded in 2001 by husband-and-wife team Ric and Deborah Menthurst, who set out to create clothing for boys and girls that combines genuine quality with a sense of wit and individuality. Covering newborn through to age 12, the brand became known across the UK and internationally for designs that are at once playful and fashion-forward. This catalogue showcased the full range of seasonal collections available for babies, boys, girls, and gifts.
No Added Sugar was built on the idea that children's clothing should spark imagination as well as look great. The founders brought a background in creative event production to their design approach, resulting in pieces that mix classic silhouettes with contemporary, often humorous, graphics and details. Every item in the range was described as lovingly designed, manufactured, and packaged to ensure a first-class product from start to finish.
The catalogue covered four main areas. The baby section included dresses, tops, knitwear, shorts, swimwear, blankets, playsuits, and pixie hats for newborns and infants. The boys range offered trousers, shirts, shorts, knitwear, swimwear, jackets, and sweatshirts. The girls collection featured day dresses, party dresses, separates, knitwear, swimwear, tops, and jackets. A gifts section rounded things out with gift sets, handmade accessories, hair bows, and vouchers.
The brand positioned itself firmly in the premium British childrenswear market, stocking through respected independent retailers in the UK and abroad. Designs were intended to let children express their individuality while parents could rely on consistently high construction standards. The range was refreshed each season, with new colourways, prints, and styles added regularly to keep collections feeling current.
The brand covered newborn through to age 12, with dedicated lines for babies, younger boys and girls, and older children. This made it possible to buy across age groups from a single catalogue.
No Added Sugar is a British brand. The business was originally run from London before relocating to Hampshire. It sold through independent boutiques and online retailers in the UK and internationally.
The catalogue covered a wide wardrobe: everyday tops, knitwear, swimwear, dresses (both casual and party), trousers, shorts, jackets, and playsuits. Gift sets and accessories such as hair bows and handmade items were also included.
The brand sat in the premium segment of the childrenswear market. Prices reflected the quality of materials and the considered design process, and the label was stocked alongside other upmarket British and European children's brands at specialist boutiques.
Yes. The range was updated each season, with autumn/winter and spring/summer collections introducing new prints, colours, and styles. Seasonal preview sales and offers were communicated through an eNewsletter.
No Added Sugar was widely noted for its combination of wit and wearability. Designs often featured playful graphics or unexpected details alongside well-cut, durable basics. The founders' background in creative industries gave the brand a character that set it apart from more conventional childrenswear labels.
Note: this brochure is from our archive. No Added Sugar products and collections shown may no longer be available. Please search online for current stockists and up-to-date ranges.
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