Candy Kittens

Candy Kittens Limited
Candy Kittens
IndustryConfectionery
Founded20 January 2012 (2012-01-20)
Founder
HeadquartersMarylebone,
London
,
England
BrandsGraze
Revenue£14.9m (2024)
Number of employees
60
Websitecandykittens.co.uk

Candy Kittens is a British vegan confectionery company founded by Jamie Laing and Ed Williams in 2012. Candy Kittens is B Corp certified and produces gourmet vegan sweets made without gelatin. The company has signed deals with supermarkets including Selfridges, Tesco, Sainsbury's, Morrisons and Waitrose. German sweet maker Katjes International produces their sweets and hold a majority share.

History

Laing in 2025, holding Candy Kittens packets

Laing met Williams in 2012 at an event in Loughborough, where they discussed Laing’s dream of opening a sweet shop. Williams suggested producing sweets instead, and the two worked on the product for two years. This was partly funded by selling branded T-shirts and merchandise, leveraging Laing's social media following. Laing, a television personality known for Made in Chelsea, is the great-great-grandson of Sir Alexander Grant, 1st Baronet, who created the McVitie's digestive biscuit. In 2022, Candy Kittens became the first sugar confectionary brand in the UK to be B Corp certified.

The business acquired snacks brand Graze from Unilever in 2025. The founders also run Tuckshop London, an investment arm that has supported chewing gun Nuud and Niko Omilana's brand Shades by Niko.

Products

A Tropical Mango flavoured Candy Kitten sweet

Candy Kittens' products include their flagship sweets with flavours including Eton Mess, Tropical Mango and Wild Strawberry, alongside spin-offs such as "Smittens" and "Gourmies". Supermarket Aldi produced a knock-off version of Candy Kittens in 2020, but later apologised and stopped selling the sweets.

The company has collaborated with brands including BrewDog and Netflix, as well as mochi ice cream brand Little Moons. Candy Kittens also launched Treets (owned by majority stakeholder Katjes) in the UK in 2025, under the label "Candy Kittens Introduces".

References

  1. ↑ "Incorporation". Companies House. 20 January 2012. Retrieved 29 October 2026.
  2. 1 2 3 4 Jacobs, Emma. "Jamie Laing on building sweet brand Candy Kittens: 'I don't really like weekends'". Financial Times. Retrieved 29 October 2026.
  3. ↑ Taylor, Guy. "Unilever sells Graze to Made in Chelsea star Jamie Laing's Candy Kittens". The Times. Retrieved 29 October 2026.
  4. 1 2 Murray, Amber (2 December 2025). "Candy Kittens: 'We want to be the Unilever of challenger brands'". City A.M. Retrieved 29 October 2026.
  5. ↑ Conway-Wood, Sian. "Sian Conway-Wood: What Candy Kittens can learn from the cult of Percy Pig". The Drum. Retrieved 29 October 2026.
  6. ↑ Pantazi, Chloe (27 April 2016). "'Made in Chelsea' star Jamie Laing discusses being heir to the McVitie's fortune, his candy business, and how much of the show is 'real'". Business Insider. Archived from the original on 6 April 2023. Retrieved 26 December 2020.
  7. ↑ Wales, Bethany (10 July 2024). "Profit surge for Made in Chelsea star Jamie Laing's Candy Kittens". City A.M. Retrieved 29 October 2026.
  8. ↑ Chia, Osmond (2 December 2025). "UK snack brand Graze to be sold to Jamie Laing's Candy Kittens". BBC News. Retrieved 29 October 2026.
  9. ↑ Devlin, Ed. "Candy Kittens outlines plans for 'unshackled' Graze". The Grocer. Retrieved 29 October 2026.
  10. ↑ Leonard-Bedwell, Niamh. "YouTube star Niko Omilana launches Shades confectionery brand". The Grocer. Retrieved 29 October 2026.
  11. 1 2 Leonard-Bedwell, Niamh. "Candy Kittens founder Ed Williams on how the brand axed its Playboy purr". The Grocer. Retrieved 29 October 2026.
  12. ↑ Leonard-Bedwell, Niamh. "Candy Kittens launches cheaper Smittens sweets into Tesco". The Grocer. Retrieved 29 October 2026.
  13. ↑ Woolfson, Daniel. "Candy Kittens makes gummy sweets debut with 'Gourmies' trio". The Grocer. Retrieved 29 October 2026.
  14. ↑ Woolfson, Daniel. "Candy Kittens mulls legal move against 'copycat' Aldi". The Grocer. Retrieved 29 October 2026.
  15. ↑ Wales, Bethany (10 July 2024). "Profit surge for Made in Chelsea star Jamie Laing's Candy Kittens". City A.M. Retrieved 29 October 2026.
  16. ↑ Smith, Rachel (12 August 2026). "Little Moons has turned an iconic Candy Kittens flavour into vegan mochi". Vegan Food & Living. Retrieved 29 October 2026.
  17. ↑ Leonard-Bedwell, Niamh. "Candy Kittens brings German confectionery brand Treets to UK". The Grocer. Retrieved 29 October 2026.