Candy Kittens: Gourmet Plant-Powered Sweets for a Better Tomorrow

What the Candy Kittens Project Is

Candy Kittens Introduces Disco Dreams – a revolutionary project that boldly proclaims, “WE MAKE SWEETS THE NEW FASHIONED® WAY – PLANT POWERED AND PACKED WITH FLAVOUR.” This confectionery venture delights with gourmet sweets crafted entirely from plants. With the promise of “NO GELATINE, JUST GOURMET SWEETS MADE WITH PLANTS” and the cheerful assurance of “NO NASTIES. ALL GOOD.”, the initiative is turning the traditional sweets industry on its head. Born in London back in 2012, Candy Kittens was conceived by Jamie and Ed, two creative spirits with a vision to challenge the big beasts of confectionery and offer adults a taste of better sweets. There’s an energy in every bite, a playful nod to the idea that sweets can be both good for the soul and kind to the planet… and that’s what makes this journey so fascinating.

Main Benefit & Key Figures

• B Corp certified sweets brand boasting an impressive bcorp score of 86.5.
• Made entirely with plants – 100% plant powered, vegan, and gourmet.
• Founded in London, 2012 by the innovative duo, Jamie and Ed.
• Offers 8 irresistible plant-powered flavours from Wild Strawberry to Sour Watermelon and the brand new SHOX Gourmet Sours.
• A mission driven by a commitment to doing better for people and the planet.

Innovative Beginnings

The story starts in a bustling Chelsea office in London, 2012 – a time when big things were quietly taking shape. The founders, Jamie and Ed, recognized a long-overdue opportunity to reimagine how sweets could be made, turning to a fresh, fun approach that defies the ordinary. The idea was simple yet daring: create sweets that not only taste incredible but also make a statement against the status quo of traditional confectionery, which often hides questionable ingredients like meat-based gelatine. Over the next 18 months, their passion and perseverance led to the birth of a brand that would soon challenge entire industry norms. It’s a tale of humble beginnings evolving into a movement where every sweet represents a stand against mediocrity.

Plant-Based Revolution

The transition to plant-powered treats was a bold move that resonated with those seeking ethical and delicious alternatives. Candy Kittens believes in making sweets the new fashionable way – pure, plant-powered, and bursting with flavour. In 2018, after years of product development, the brand turned its entire range vegan. This decision wasn’t just about following trends; it was a commitment to harnessing “the power of plants” to deliver that irresistible, “gimme more” texture without compromising on taste. The mission was clear from the start: ditch the animal gelatine and elevate the concept of confectionery, because better is always possible when nature is given its due credit.

Expanding Sweet Horizons

Candy Kittens’ journey from a small sweet shop on Kings Road in London (2014) to being featured in the iconic Selfridges is as inspiring as it is delicious. Their range now includes everything from everyday snacking essentials to celebratory treats. The pouches offer a fun way to share a moment with friends, while Gift Jars provide the perfect present for birthdays and anniversaries. The 500g Giant Pouch, the latest addition, embraces the idea that “bigger is always better.” This playful yet thoughtfully curated line-up explores diverse flavours and textures, ensuring that no matter the occasion, there’s a treat that elevates the experience. The journey is a dynamic mix of culinary creativity and bold innovation, reflecting the brand’s refusal to settle for the mundane.

Continuous Evolution in Confectionery

The inspiring trajectory of Candy Kittens is driven by a continuous effort to learn, evolve, and innovate. Every step in the brand’s timeline reflects the dedication to challenge the dated sweets industry. Beginning in 2012, Candy Kittens has maintained an attitude of perpetual improvement. From launching that first sweet shop to making a landmark shift to vegan sweets in 2018, there’s always been an underlying promise to do things better. In 2022, this promise was further cemented when the brand became the first sweets brand to earn B Corp certification. Though perfection remains out of reach, the commitment to better practices – for the world, the team, and the sweet enthusiasts – shines through every product. It’s a story that celebrates progress, one flavourful step at a time.

Project Impact

• SDG 3: Good Health and Well-Being – by offering healthier, plant-powered alternatives.
• SDG 9: Industry, Innovation, and Infrastructure – transforming the way confectionery is made and enjoyed.
• SDG 12: Responsible Consumption and Production – committing to ethical practices and sustainable ingredients.
• SDG 13: Climate Action – reducing reliance on animal products and supporting a more eco-friendly approach.

Future Endeavors in Confectionery

The narrative of Candy Kittens is far from static. With a dynamic range of flavours that continually evolves and a mission that challenges as much as it delights, the project remains a beacon for those seeking a better way to experience sweets. Every piece of information about Candy Kittens reinforces the idea that sweets can be more than just treats – they can be a statement, a positive impact on the planet, and a bold reimagining of what confectionery can be. By standing up to industry norms and refusing to hide behind outdated ingredients, Candy Kittens is setting new standards in the ever-evolving world of food and drink. This approach, marked by a casual yet fervent commitment to plant power and gastronomic innovation, ensures that the conversation around confectionery remains as engaging as the treats themselves… a future where every bite speaks of passion, creativity, and a promise to DO BETTER.

What Candy Kittens actually does

Candy Kittens is a London-based confectionery brand founded in 2012 by Jamie and Ed, making gourmet sweets entirely from plants. The brand switched its full product range to vegan formulations in 2018 and became the first sweets brand in the UK to achieve B Corp certification in October 2022, scoring 86.5 against a pass mark of 80.

Where the plant-based sweets show up

• UK supermarkets: Tesco, Sainsbury’s, Waitrose, Asda, Co-op, Marks & Spencer, Morrisons
• Online and specialty retail: Ocado, Boots, Selfridges
• Charity partnerships: akt (LGBTQ+ youth homelessness) and Asda’s Tickled Pink campaign supporting CoppaFeel! and Breast Cancer Now

Proof, not just claims

Candy Kittens’ gift jars have moved to 100% recycled plastic (rPET), and the brand states its 2023 pouch redesign is equivalent to an 80-tonne reduction in CO2.

Trusted by

Why this belongs on a sustainability directory

Candy Kittens’ dated, quantified packaging reductions, not just a general “we’re sustainable” claim, give SDG12 (responsible consumption and production) a concrete, auditable anchor: a specific percentage cut, a specific year, a specific product line. Being the first UK sweets brand to hold B Corp certification also means an independent body has verified those claims rather than the company self-reporting them.