“Made in Chelsea’s” Jamie Laing Secures £100,000 on Seedrs For His Confectionary Startup “Candy Kittens”

Candy Kittens 1

Earlier this month, UK-based confectionary startup Candy Kittens launched an equity crowdfunding campaign on Seedrs to raise £300,000 to expand its already successful business. 

Candy Kittens 6Candy Kittens, which was founded in 2012 by Made in Chelsea star Jamie Laing, is on a mission to make “candy cool.” The flavors of its Gourmet Gummy Candy are:

  • Eton Mess
  • Sour Watermelon
  • Peaches & Cream
  • Apple & Elderflower
  • Wild Strawberry
  • Sour Grape
  • Fresh Raspberry

The company shared:

Candy Kittens 2“At Candy Kittens we think of ourselves as modern confectioners. Having been frustrated by the dated traditions of the market, we are committed to bring something new to the world of confectionary. We were bored of the generic flavours and synthetic tasting sweets which were presented in cheap packaging and emblazoned with cartoons.

Using natural, gluten free, ingredients we aim to produce the finest premium sweet in the world. We’ve worked relentlessly to create the best possible product using real fruit juice in every recipe to ensure the most authentic flavours. Having created these delicious and distinctive flavours we never mix them in one bag, so each of our consumers can purchase their own favourite…or favourites.

Candy Kittens 4“Targeting the style and taste conscious individual we aim to engage our customers in a fashionable and fun context. This is achieved through a mixture of online and social media activity that we feel is unequalled within our industry.”

Ed Williams, Managing Director of Candy Kittens, stated:

“We have been overwhelmed with the response to the Candy Kittens crowdfunding campaign. We never would have anticipated hitting six figures so quickly and just hope that people continue to invest – whether they’re existing Candy Kittens fans or new to the brand.”

Jeff Lynn CEO SeedrsJeff Lynn, CEO and Co-Founder of Seedrs, said:

“One of the biggest benefits of crowdfunding is that it opens up investment opportunities to a wide and varied investor base, democratising the traditional venture capital model. Candy Kittens is a fast-growing brand, which has the potential to appeal to a mass audience. We’re delighted they have chosen Seedrs and can’t wait to see Candy Kittens’ customers, fans and partners be a part of their growth.”

Laing then noted:

Candy Kittens 5“I was only 23 years old when I launched the brand, so I see this as the perfect opportunity to inspire young people to get involved in a sweet business opportunity.”

According to the Telegraph, Laing brought in Williams to manage the day-to-day running of the business after his TV commitments made running the business impossible. Laing shared:

“I love TV and I love sweets, and I’m fortunate to be doing both things. But I couldn’t grow the company without help. Ed is the driving force.”

So far, Candy Kittens has successfully secured £100,000. The campaign is set to close in March.


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