Candy Kittens: Founder, CEO, Flavors and Where to Buy

There’s something about a reality TV star turning entrepreneur that always sparks curiosity — especially when the product is a bag of sweets. Jamie Laing, best known for Made in Chelsea, did just that with Candy Kittens, a brand that set out to prove that confectionery could be both indulgent and entirely plant-based.

Vegan: 100% vegan · Gelatine-free: No gelatine · Palm oil-free: No palm oil · Flavors: Wild Strawberry, Eton Mess, Sour Watermelon, Blue Raspberry

Five key facts give a useful view of the brand’s standing: from founding details to the people running it.

Here is a broader set of product specifications drawn from official sources.

Does Jamie Laing still own Candy Kittens?

Current ownership structure

• Jamie Laing remains the founder and majority owner of Candy Kittens, according to the brand’s partner page with Forest Green Rovers (Forest Green Rovers (EFL League Two club partner page)). No public sale or change of control has been announced.
• Co-founder Ed Williams is also involved, but Laing is the public face (Forest Green Rovers partner page).

Role of Jamie Laing

• Laing actively promotes the brand on his personal LinkedIn, where he states Candy Kittens is vegan, palm-oil-free, and without artificial flavourings (Jamie Laing’s LinkedIn (founder’s personal profile)).
• The brand’s official site credits him as the driving force behind the product (Candy Kittens about page).

The implication: Laing’s continued ownership ties the brand’s reputation closely to his public persona.

Why did Jamie Laing make Candy Kittens?

Inspiration behind the brand

• Laing wanted a vegan alternative to conventional sweets that still tasted great. In a 2014 interview he said the goal was to “make sweets as healthy as possible without sacrificing taste or texture” (YouTube interview (founder’s 2014 appearance)).
• The brand removed animal gelatine in 2018, well after launch, signalling a commitment to plant-based ingredients (Forest Green Rovers partner page).

Jamie Laing’s background in confectionery

• Despite no formal training, Laing leveraged his Made in Chelsea fame to create buzz. Technology for Marketing described the brand as “beginning as a hobby” that capitalised on his social media reach (Technology for Marketing (B2B marketing publication)).

For another celebrity food brand story, see Salt Bae: What Happened After the World Cup.

What is special about Candy Kittens?

Vegan and plant-based ingredients

• The brand declares itself “100% plant powered” and a B Corp (Candy Kittens official website).
• It uses real fruit juice – strawberry juice from concentrate, grape juice from concentrate (Candy Kittens official website).

No gelatine, no palm oil

• The brand explicitly excludes animal gelatine and palm oil, a claim verified across product pages (Candy Kittens official website).

Gourmet flavors

• Core flavours include Wild Strawberry, Eton Mess, Sour Watermelon, and Blue Raspberry. The Eton Mess variant uses natural flavouring, hydrolysed pea protein, and sunflower oil (Candy Kittens product range).

Seven ingredients across the range share a common pattern: plant-based, no artificial colours, and no gelatine.

The pattern: consistent plant-based formulation across the range.

Who is the CEO of Candy Kittens?

Edward Sweet-Williams

• Edward Sweet-Williams is listed as CEO on his LinkedIn profile, which also notes his B Corp certification (LinkedIn (CEO’s professional profile)).
• He co-founded the brand alongside Laing and handles day-to-day operations (Forest Green Rovers partner page).

Leadership team

• The broader team is not publicly detailed, but the brand has grown from a two-person start-up to a stocked brand in multiple countries (Technology for Marketing (B2B marketing publication)).

This distinction means investors and partners should look to Williams for operational decisions.

Where to buy Candy Kittens?

Tesco

• Candy Kittens are stocked in Tesco stores across the UK, as confirmed by the brand’s stockist page (Candy Kittens stockist page).

Dunnes Stores

• In Ireland, Dunnes Stores carries the range (Candy Kittens stockist page).

Online at candykittens.co.uk

• The official website offers direct purchase with delivery across the UK and Ireland (Candy Kittens official website).

For a look at another Made in Chelsea personality’s ventures, read about Sophie Hermann: From Made in Chelsea to Fashion Icon.

Confirmed facts and what’s unclear

Quotes from the founder and the brand

“Did you know that sweets with gelatine in… none of that here. We are vegan, palm-oil-free, and without artificial flavourings.”

— Jamie Laing on LinkedIn (Jamie Laing’s LinkedIn (founder’s personal profile))

“We make sweets as healthy as possible without sacrificing taste or texture.”

— Jamie Laing in 2014 YouTube interview (YouTube interview (founder’s 2014 appearance))

“We are a gourmet vegan sweets brand with no gelatine and no palm oil.”

— Candy Kittens official website (Candy Kittens official website (brand’s primary site))

The Candy Kittens story shows how a celebrity-backed product can carve out a genuine niche in a crowded market by sticking to clear vegan principles. For UK shoppers looking for a guilt-free treat, the brand offers a reliable alternative to traditional gelatine-laden sweets. For Irish consumers, the Dunnes Stores listing makes it a convenient choice. The real test will be whether Candy Kittens can maintain its B Corp ambitions and transparent sourcing as it scales — a challenge that many young brands face. For Jamie Laing and Edward Sweet-Williams, the next few years will decide if the brand becomes a lasting fixture or a fleeting moment of vegan confectionery hype.

For more on the brand’s origins and product range, Candy Kittens founder Jamie Laing offers a detailed look at the company behind the sweets.

Frequently asked questions