Candy Kittens: Who Owns It, Ingredients, Flavours & Where to Buy

Jamie Laing, the Made in Chelsea star turned entrepreneur, might not be the first person you’d expect to shake up the confectionery aisle. But since 2012, his brand Candy Kittens has been quietly rewriting the rules of what a sweet can be – ditching gelatine and palm oil for fruit juice and plant-based ingredients.

Founded: 2012 ·
Founder: Jamie Laing ·
Headquarters: London, UK ·
Key claim: 100% vegan, no gelatine, no palm oil ·
Certification: B Corp (via Treets)

The pattern: a vegan confectionery brand built on a founder-driven story and credible certifications, not just influencer hype.

Does Jamie Laing still own Candy Kittens?

Current ownership structure of Candy Kittens

• Jamie Laing remains the majority owner and the public face of Candy Kittens. Companies House (UK corporate registry) lists him as a director of Candy Kittens Limited, with his birth month and year as November 1988.
• Candy Kittens was co-founded with Ed Williams, who helped build the brand from its early days. Loughborough University (alumni records) notes that Williams was initially asked to create the website and help shape the brand identity.

The implication: Laing is still firmly in control, with operational oversight through his directorship. The brand has not been sold or handed to outside investors, at least as far as public filings show.

Jamie Laing’s role in 2024

In 2024, Laing continues to champion Candy Kittens across media and retail. His personal brand – forged on reality TV and business – remains tightly coupled to the sweets. No public announcements indicate he has stepped away from day-to-day leadership. However, the exact CEO title is not consistently disclosed in public sources, suggesting a lean, founder-driven operation.

Did Jamie Laing invent Candy Kittens?

Origin story of the brand

Laing conceived the idea for a vegan-friendly sweet after struggling to find plant-based options during his own vegan journey. He partnered with Ed Williams, who brought technical and branding expertise. Laing’s LinkedIn profile (professional network for founders) confirms the 2012 launch. The product was developed with a confectionery manufacturer to be vegan from the start.

How the product was developed

Instead of using gelatine (the standard setting agent in many jelly sweets), Candy Kittens uses plant-derived texturizers such as modified starch and hydrolysed pea protein. According to the Candy Kittens official website (brand homepage), the goal was “big flavour and honest ingredients” with “absolutely no nasties.”

Why did Jamie Laing make Candy Kittens?

Motivation behind the launch

Laing has said he wanted a non-gelatine, plant-based candy after witnessing demand from his own vegan diet. The brand’s official website (brand homepage) frames the product as a direct response to the lack of gourmet vegan sweets on the market. The implication: he created a product he personally wanted to eat.

Market gap for vegan sweets

In 2012, mainstream confectionery shelves offered few vegan-friendly options. Vkind (vegan trade publication) reported that the brand addressed this gap by reformulating Eton Mess to remove beeswax, completing the all-vegan range. The pattern: Candy Kittens moved from filling a personal need to capturing a growing market.

What is special about Candy Kittens?

Vegan and clean-label credentials

Candy Kittens positions itself as “gourmet vegan sweets” – 100% free from gelatine, palm oil, and artificial colours/flavours. The brand uses fruit juice concentrates (strawberry, watermelon, cherry) to provide natural colour and flavour. The official website (brand homepage) states that the sweets are made with “no nasties” and are suitable for vegans and vegetarians. In 2022, Vkind (vegan trade publication) reported that the brand removed beeswax from its Eton Mess flavour, making the entire range completely vegan.

Flavour range and unique taste

The brand offers over 13 flavours. Retail listings show key varieties:

• Eton Mess – strawberries-and-cream reimagined as vegan sweets (Candy Kittens product page (official brand store))
• Wild Strawberry – contains strawberry juice from concentrate, coconut water from concentrate (Worldwide Chocolate (speciality retailer))
• Sour Watermelon – watermelon juice, spirulina concentrate for colour (Sweetish Candy (UK online confectionery retailer))
• Very Cherry – cherry juice concentrate, malic, citric, lactic acids (British Food Supplies (food service wholesaler))

B Corp certification

In 2022, The Grocer (industry trade publication) reported that Candy Kittens became the first UK sugar confectionery brand to receive B Corp certification. The certification applies under the Treets brand umbrella. ClimatePartner (climate action platform) lists Candy Kittens as committed to ethical and sustainably sourced treats.

The pattern: Clean ingredients, creative flavours, and a credible sustainability badge give Candy Kittens a clear edge over traditional confectionery.

Who is the CEO of Candy Kittens?

Jamie Laing is the founder and public lead of Candy Kittens, but the day-to-day CEO is not publicly emphasised in available sources. The latest available filings list Jamie Laing as director of Candy Kittens Limited (Companies House (UK corporate registry)). The implication: the company operates with a lean, founder-driven leadership structure.

Timeline: Key milestones for Candy Kittens

The implication: consistent founder presence and a distinct B Corp milestone mark the brand’s trajectory.

Clarity: What we know vs. what remains uncertain

Confirmed facts

• Jamie Laing is the founder and director of Candy Kittens Ltd
• Candy Kittens sweets are vegan, with no gelatine and no palm oil
• B Corp certified (first UK sugar confectionery brand)

What’s unclear

• Current CEO beyond Jamie Laing in day-to-day leadership
• Exact launch date of each flavour variant

Quotes from the founders

“We make sweets the New Fashioned way – plants, not gelatine.”

Jamie Laing, founder, as stated on the Candy Kittens official website (brand homepage)

“We wanted to challenge the confectionery industry and prove that great taste doesn’t need animal ingredients.”

Ed Williams, co-founder, in a 2025 interview with Amber Graafland (lifestyle and business journalist)

For UK consumers looking for a genuinely vegan, no-nasties sweet that doesn’t compromise on flavour, Candy Kittens delivers on its promise. With B Corp certification, a growing flavour lineup, and founder-driven credibility, it stands apart from conventional confectionery. The trade-off for shoppers is clear: a slightly premium price point for a product that aligns with ethical and dietary values.

For a more in-depth look at the brand’s journey and product range, check out this comprehensive Candy Kittens brand guide that covers everything from flavours to where to find them.

Frequently asked questions