Candy Kittens

Candy Kittens — a sweet company with no sweets, for two years.
 

Jamie Laing named the brand on television before it existed. He mentioned Candy Kittens on Made in Chelsea, millions of people heard it, and he and co-founder Ed Williams were left with tens of thousands of followers asking where they could buy something that had not been invented yet. So they sold what they could — T-shirts, pens, anything with the name on it — while they worked out how to make a sweet. The search took them to a German confectionery trade fair, and it was two years before there was an actual product.
 

Confectionery was in the family, if not the experience. Laing is the great-great-grandson of Sir Alexander Grant, the man who created the McVitie's digestive biscuit in 1892. Five generations later the family business had become a cat-shaped gummy sold from a shop on the King's Road, and within a few years it was on the shelves at Selfridges.
 

The vegan decision came later and almost by accident. The founders looked properly at what went into their own sweets, found out what gelatine actually is, and reformulated the entire range without it. That turned out to be the making of the brand: it arrived in the plant-based market early, from a company already known to a young audience, and in 2022 Candy Kittens became one of the first sweet brands in Britain to be certified as a B Corporation.
 

Sweet and Glory stocks Candy Kittens wholesale for UK retailers.
 

The Candy Kittens Range
 

The range runs on two formats. The 140g resealable sharing bag is the core line and drives most of the brand's retail sales, sitting somewhere between a treat and a gift. The 54g bag covers the grab-and-go and meal-deal end for single-serve purchases.
 

Flavours are the brand's own inventions rather than standard fruit sets, which is part of the appeal — Eton Mess and Sour Watermelon are consistently the most searched-for. The line-up rotates, with limited editions and collaborations appearing through the year, so it is worth checking the current range for what is in stock now.
 

Why Stock Candy Kittens?
 

Candy Kittens does something almost nothing else in a confectionery fixture does: it appeals to adults without being nostalgic. Most of the category sells on childhood memory. This sells on packaging, flavour and values, and it reaches a customer who would walk past a pick and mix without stopping.
 

For a shop built around American imports, that is the commercial argument. It is a British brand rather than an import, it brings plant-based shoppers in without needing a separate section, and the 140g bags sit naturally alongside cards, hampers and premium impulse buys rather than competing with the sweets around them. The brand also carries genuine recognition already — it is stocked by the major supermarkets and has years of television and social media behind it — so the shelf does not have to introduce it.
 

For the full story, the flavour breakdown and how the range compares to the rest of the fixture, read our complete guide to Candy Kittens.
 

Frequently Asked Questions
 

What are Candy Kittens?
 

Gourmet gummy sweets, shaped like cats, made by a British company founded in London in 2012. They sit at the premium end of the category, aimed at adults rather than children, with flavours the brand develops itself rather than standard fruit sets. The whole range is made without gelatine.
 

Who makes Candy Kittens?
 

Candy Kittens is an independent British company founded by Jamie Laing and Ed Williams in 2012. It is not owned by one of the large confectionery groups. Laing is the great-great-grandson of Sir Alexander Grant, who created the McVitie's digestive, so this is the fifth generation of the family in the business.
 

Are Candy Kittens vegan?
 

The brand reformulated its range to remove gelatine and markets itself on plant-based credentials, and it became one of the first B Corp certified sweet brands in the UK in 2022. For any specific dietary requirement — vegan, halal or otherwise — check the ingredient panel on the individual product page, which carries the current declaration for that line.
 

Why are they called Candy Kittens?
 

The name came before the product. Jamie Laing used it on Made in Chelsea while the company was still an idea, and the response was strong enough that the name stuck and had to be lived up to. The cat shape followed the name rather than the other way round.
 

Where can I buy Candy Kittens wholesale in the UK?
 

Sweet and Glory supplies Candy Kittens wholesale across the UK with no minimum order, dispatched from our Manchester warehouse.
 

What is the minimum order for Candy Kittens wholesale?
 

There is no minimum order. The first parcel is free on orders over £150 ex VAT, with additional boxes charged at £7.10 each. Pallet delivery is free over £650 ex VAT. Everything is dispatched from our Manchester warehouse.