What Candy Kittens does

Candy Kittens is a UK-based gourmet confectionery company founded in 2012 by Jamie Laing and Ed Williams in London, producing plant-powered sweets that replace animal gelatine with proprietary formulations using pectins and vegetable proteins (potato protein, hydrolysed pea protein). The company became fully vegan in 2018 after years of R&D and was the first sweets brand globally to achieve B Corp certification in October 2022 (score 86.5 vs 80 pass mark). The core product range comprises cat-head shaped gummies in fruit flavours (Wild Strawberry, Sour Watermelon, Eton Mess), extended through sub-brands including Smittens (a value-tier spin-off launched in 2026 exclusive to Tesco Group at £1.60/130g), Treets (a vegan chocolate-alternative line using proprietary ChoViva sunflower-seed coating in place of cocoa), and British Classics Reimagined (M&S-exclusive range of Rhubarb & Custard, Strawberries & Cream, and Lemon Sherbet). A branded merchandise line and the Gourmet Gang tiered loyalty programme round out the consumer ecosystem.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce at candykittens.co.uk (Shopify) with broad UK retail distribution through Tesco, Sainsbury's, Waitrose, M&S, Asda, Co-op, Ocado, Boots and Morrisons, anchored by exclusive retailer partnerships. In December 2025 the company, via parent Katjes International (a German confectionery group that became principal investor in 2018), acquired the Graze healthy-snacking brand from Unilever for £36 million, materially expanding the portfolio beyond confectionery into the broader UK better-for-you snacking market (vegetable crisps, nuts, dried fruit) where Graze had £35.6m of 2024 revenue. The company employs 11-50 people, is headquartered at The Sweet Factory in London (8 Broadstone Place, W1U 7EP), and is legally registered as Longaim Limited. Revenue is generated through unit-priced retail and DTC sales with free shipping on orders over £20; no subscription model exists despite the loyalty programme. The brand relies heavily on founder Jamie Laing's celebrity profile and earned media in Vogue, Harper's Bazaar, The Times and GQ for top-of-funnel demand generation, complemented by TikTok Shop and Instagram activity.

Name

Candy Kittens

Legal name

Longaim Limited

Website

https://candykittens.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Candy Kittens is a UK-based gourmet confectionery company founded in 2012 that produces plant-powered vegan sweets (gelatine-free gummies and Treets chocolate-alternative) for adult consumers, selling direct-to-consumer online and through all major UK supermarkets under brands including Candy Kittens, Smittens, Treets and the acquired Graze.

Ownership category

akta.pro rank

Product category

Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Sugar and Confectionery Product Manufacturing (3113)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Candy & Specialty Sweets Stores (THAFAGAH)

akta.pro secondary industry

Vegan/Allergen-Free Dessert Shops (THAFAGAL)

Keywords

• Gourmet confectionery
• Vegan gummy candy
• Plant-based sweets
• Confectionery manufacturing
• Healthy snack brand

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through candykittens.co.uk with free shipping on orders over £20, various delivery options, and a loyalty rewards program driving customer retention.
2. Retail Distribution: Sales through major UK supermarket chains including Tesco, Sainsbury's, Waitrose, Asda, Co-op, M&S, Ocado, Boots, and Morrisons. The Smittens sub-brand launched exclusively through Tesco Group.
3. Graze Brand Acquisition: Acquired Graze healthy snacking brand from Unilever for £36m in late 2025, expanding into the broader healthy snacking market. Graze had revenue of £35.6m and is being integrated into the Candy Kittens group.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Candy Kittens is a UK-based confectionery manufacturer that produces and sells plant-based gourmet vegan sweets. Its core product line is signature cat-head shaped gummy candies made with pectins and vegetable proteins (potato and pea protein) instead of animal gelatine, available in flavors such as Wild Strawberry, Sour Watermelon, and Eton Mess. The portfolio extends to value-positioned sub-brands (Smittens), vegan chocolate alternatives (Treets using sunflower-seed ChoViva), and the acquired Graze healthy snacking brand, sold via direct-to-consumer e-commerce and major UK supermarket chains.

Product overview

Candy Kittens is a UK-based gourmet confectionery company founded in 2012 by Jamie Laing and Ed Williams. The company produces plant-powered sweets using plants instead of animal gelatine, positioning itself as a better-for-you alternative in the sweets market. The core product offering is the Gourmet Sweets range featuring signature cat-head shaped gummies in flavors like Wild Strawberry, Sour Watermelon, and Eton Mess. The portfolio extends across multiple sub-brands: Smittens (a budget-friendly line launched in 2025), Treets (vegan chocolate alternatives using sunflower seed-based ChoViva coating), and the acquired Graze healthy snacking brand. Additional offerings include Mixed Boxes & Gifting bundles, British Classics Reimagined (M&S exclusive), and Merchandise. The company operates a direct-to-consumer e-commerce platform alongside major UK retail partnerships with Tesco, Sainsbury's, Waitrose, M&S, Asda, Co-op, Ocado, Boots, and Morrisons.

Differentiator

Problem solved

Functional benefit

Brands

• Smittens: A lower-priced range of plant-powered sweets positioned as a more affordable alternative to the gourmet line, launched exclusively through Tesco Group.
• Treets
• British Classics Reimagined
• LOVES

Products and services

• Gourmet Sweets Plant-powered gourmet vegan gummy candies made with pectins and vegetable proteins instead of animal gelatine. Signature cat-head shaped gummies in flavors including Wild Strawberry, Sour Watermelon, Eton Mess, Disco Dreams, Wanderlust, LOVES, SHOX, and others. Targeted at adult consumers seeking premium, clean-label confectionery.
• Smittens Value-positioned plant-powered sweets sub-brand offering bold flavor profiles in Strawberry, Blueberry, and Sour Edit varieties. Available as Smittens Drop (6-pack) and Smittens Taster Box. Designed to bring the brand to a broader price-sensitive audience via mass grocery retail.
• Treets Vegan chocolate alternative snack range coated in ChoViva, a proprietary chocolate-like coating made from sunflower seeds instead of cocoa. Varieties include Pretzel Bites, Crispy, Crunchy Corn, and Salted Peanuts, available in Mini Bundle and Big Bundle packs.
• Graze Acquired healthy snacking brand focused on better-for-you snacking with vegetable crisps, nuts, dried fruit, and portion-control snack pots and packs. Previously owned by Unilever since 2019; now operates as a wholly-owned brand within the Candy Kittens group.
• British Classics Reimagined M&S-exclusive plant-powered range reimagining British classics as gourmet vegan sweets, including Rhubarb & Custard, Strawberries & Cream, and Lemon Sherbet variants. Available as a Mixed Box or individual flavors.
• Mixed Boxes & Gifting Curated multi-flavor confectionery bundles for gifting and sampling, including Bestseller Box (£7.40), Sweet Lover's Collection (£29.70), Ultimate Sweets Box (£37.40), Mystery Box, and Latest Drops. Designed for personal gifting and variety sampling.
• Merchandise Branded merchandise and fashion accessories under CK Fashion & Accessories, including 'Candy' Caps in multiple colors, Vegan Leather Charm, branded Socks, and Air Fresheners featuring signature candy flavors.

Quantifiable outcome

• B Corp score of 86.5 achieved (vs 80 pass mark and 50.9 global average)
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• UnileverminorOthers · 2 December 2025Unilever sold its Graze healthy snacking brand to Candy Kittens (via Katjes International) for £36 million. Unilever had acquired Graze from Carlyle in 2019 for approximately £150m.
• M&ScoreChannel Partner/ Reseller/ DistributorExclusive retailer for the British Classics Reimagined range - where timeless British favourites (Rhubarb & Custard, Strawberries & Cream, Lemon Sherbet) meet gourmet plant-powered imagination.
• Tesco GroupcoreChannel Partner/ Reseller/ DistributorExclusive launch partner for Smittens range, available through Tesco, Booker, Budgens, Londis, and Premier. Also carries general Candy Kittens product line.
• TikTok ShopcoreChannel Partner/ Reseller/ DistributorCandy Kittens is cited as a model brand for authentic storytelling and creator collaboration on TikTok Shop UK, which hosts over 200,000 shops. Live social shopping driving brand results.
• B Corp CommunityminorStrategic or Co-development PartnerB Corp certification connects Candy Kittens with other purpose-driven brands. The London office 'The Sweet Factory' is decorated by fellow B Corp brands, and collaborations are hosted via email and social channels.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tony's Chocolonely: Dutch mission-driven premium confectionery brand focused on ethical sourcing and traceability. Comparable to Candy Kittens as a purpose-led, B-Corp-equivalent positioned confectionery brand selling premium products with a strong founder narrative across UK and European retail.
• Sugarfina: Premium gourmet candy brand targeting adult consumers with upscale packaging and gifting positioning. Closely comparable to Candy Kittens' "sweets made for adults" premium positioning, DTC e-commerce model, and gift-box/bundle merchandising strategy.
• Unreal Snacks: Better-for-you chocolate and snack brand using cleaner ingredients and no artificial flavors. Comparable to Candy Kittens for its clean-label, plant-based positioning, retail distribution in mainstream US/UK grocers, and adult-targeted healthier confectionery proposition.
• Eat Real: UK-based healthy snacking brand offering vegetable crisps, crackers, and better-for-you snacks. Comparable as a UK healthy snacking peer overlapping with Candy Kittens' acquired Graze business and now directly relevant given Graze's integration.

Emerging players

• Rhythm 108: Swiss/UK plant-based biscuit and confectionery brand focused on vegan and allergen-free snacking. Directly comparable to Candy Kittens' plant-based positioning and target consumer, though focused on biscuits and Swiss-style treats rather than gummies.
• Doisy & Dam: UK-based premium organic chocolate brand with clean-ingredient positioning. Comparable to Candy Kittens as a UK premium better-for-you confectionery brand targeting the same adult, ethical consumer with similar retail distribution in Waitrose, Sainsbury's, and Ocado.

Broad incumbents

• Haribo: Global leader in gummy/jelly confectionery including traditional gelatine-based products. Comparable as the dominant mass-market gummy brand Candy Kittens competes with on shelf, though Haribo's portfolio is broader and not plant-based.
• Mars Wrigley: Global confectionery incumbent spanning chocolate, gum, and sugar confectionery. Comparable as a major UK grocery supplier whose mainstream confectionery portfolio sits adjacent to Candy Kittens' plant-based gummies on retailer shelves.
• Katjes Fassin: German plant-based confectionery manufacturer (parent of Candy Kittens). Comparable as the parent group with overlapping plant-based fruit gum expertise, providing manufacturing and European distribution synergies.
• Jelly Belly: Premium jelly bean and gourmet confectionery manufacturer. Comparable to Candy Kittens in the gourmet/confectionery category with strong brand recognition and similar target adult gifting consumer, though Jelly Belly is US-led and uses traditional gelatine formulations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/candykittens
• Xx.com/CandyKittens
• Facebookfacebook.com/CandyKittensUK
• LinkedInlinkedin.com/company/candy-kittens

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Candy Kittens