Jamie Laing's Candy Brand Launches Vegan Sweets In U.S

Jamie Laing’s Candy Brand Launches Vegan Sweets In U.S

'This is an opportunity to give American households their first taste of vegan gourmet sweets'


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Jamie Laing's candy brand The sweets have launched in nearly 4,000 Walmart stores - Media Credit: Instagram

Made in Chelsea star Jamie Laing has revealed his candy brand is launching in the U.S.

Candy Kittens will debut in more than 3,800 Walmart stores across the country. It will concentrate on the east, central and west coasts to ‘capitalize the consumer demand for plant based snacking’.

The line features vegan flavors including Blueberry Bliss, Sour Watermelon, Tropical Mango, and Wild Strawberry. However, its Eton Mess sweets contains beeswax and are therefore unsuitable for vegans.

‘Such an exciting time’

Laing told Confectionery Production that he aspired to stock his brand in the States after visiting the country’s ‘incredible candy stores’.

“To be listing in one of the biggest retail stores in the U.S feels like everything has come full circle,” he added.

“It’s such an exciting time for Candy Kittens… This feels like one step further in creating what we had envisioned when we first launched.”

Vegan gourmet sweets

Edward Williams is the co-founder and CEO of Candy Kittens. He said he was ‘incredibly proud’ of the brand’s partnership. 

“This is an opportunity to give American households their first taste of vegan gourmet sweets and shake up the dated legacy brands that currently fill the shelves,” Williams added.

“We have always seen potential in the U.S. [We] hope Walmart can complement our existing efforts in the specialty and fashion sectors. 

“We are confident that we can ‘premiumize’ the U.S confectionery market, as we have done in the U.K.”

*Candy Kittens will launch its gourmet sweet range in 54g and 125g packs. They’re free from palm-oil, gelatin and carnauba wax and contain 10 percent real fruit juice.

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