Jamie Laing’s sweets brand Candy Kittens has unveiled Smittens, a competitively priced spin-off of its “gourmet” range.
Smittens has debuted with three “edits”: Strawberry Edit, Sour Edit and Blueberry Edit, each with an rsp of £1.60 for a 130g pack.
Described by Candy Kittens as a “fresh evolution” of its signature range, Smittens are larger sweets, featuring a “soft, foamy” base in the shape of its distinctive cat’s head emblem, with gummy, heart-shaped eyes.
The sweets feature Candy Kittens’ recognisable checkerboard design in “full, vivid colour”, which gave Smittens “a look as confident as its flavour”, according to the brand.
In line with the wider Candy Kittens range, Smittens are gelatine-free and vegan.
They are exclusive to the Tesco Group and have rolled into Tesco, Booker, Budgens, Londis and Premier today (2 January).
Low price, high standards
At £1.60 for 130g (£1.23/100g), Smittens are 31.1% cheaper by weight than Candy Kittens’ standard sweets in Tesco, which are £2.50 for 140g (rsp: £1.79/100g).
According to Candy Kittens, the lower price point has been achieved through “a few thoughtful changes”.
Despite this, Smittens met “the same high standards you’d expect from Candy Kittens”, it added.
“Smittens is a major innovation milestone for Candy Kittens, and something genuinely new for the category,” said Candy Kittens CEO Ed Williams.
“By launching Smittens nationwide with the Tesco Group, we’re able to put bold, plant-powered sweets in front of more people than ever before.”
Tesco isn’t the first retailer Candy Kittens has teamed up with for an exclusive launch. In July, it launched Rhubarb & Custard, Strawberries & Cream and Lemon Sherbet variants into M&S, bringing “a modern take on classic British flavours”.
Candy Kittens swooped to acquire Graze from Unilever last month in what it described as a “transformational first step” towards its long-term ambition to build “the UK’s leading family of future-consumer brands”.
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