Candy Kittens

Candy Kittens has revealed plans to make its portfolio suitable for vegans.

The adult confectionery brand was eyeing a relaunch early next year after changing manufacturer to take out the beef gelatine in its high-end sweets, said managing director Ed Williams. With two variants already vegan-friendly – Sweet Pineapple and Sweet Peach – the brand wanted consistency across its whole selection.

The changes would broaden Candy Kitten’s appeal to “the widest possible group of customers”, he added. “People are following vegan diets for religious reasons, moral reasons, dietary reasons.”

The relaunch in “January or February” gave the premium brand time to “really critically look at the whole product” said Williams. “We’re taking so much time over this, so that the product is not just as good, but better. The texture of the vegan sweets is actually nicer than the gelatine sweets. It’s definitely a better product, and something we’re really excited about.”

The news comes as Candy Kittens, founded by Made in Chelsea’s Jamie Laing, has unveiled three new pack formats: a 52g impulse bag (rsp: £1), a funsize pouch called Fruity Favourites (rsp: £5/9x26g), and a 253g gift tube (rsp: £6.50).

The pouch and tube will be available in Waitrose from early June, and the impulse packs are set for 1,250 Sainsbury’s stores at the end of next month. The additional formats allow for gifting and on-the-go snacking, said Williams.