Fast-growing vegetarian confectionery brand Candy Kittens has secured additional investment from Katjes International. The multi-million pound deal increases the German confectionery company’s stake in Candy Kittens to over 50% of the share capital.
Founded in 2012 by Edward Williams and Jamie Laing, of Made in Chelsea fame, Candy Kittens has built its offer around gourmet confectionery. All the products are also made without gelatine making them 100% vegetarian, as well as gluten-free, and free from artificial flavours or colourings.
Candy Kittens’ retail sales are now over £10m, with the brand seeking to accelerate its growth ahead of traditional competitors. The company stated that its Katjes partnership marked an exciting step for the brand, giving it the commercial muscle to fulfil its plans to grow retail sales beyond £50m and extend its reach to stores around the country.
Williams commented: “We are delighted to announce our partnership with Katjes. It symbolises a significant step in the Candy Kittens story, whilst also providing the recognition that validates the hard work and determination our team has demonstrated over the last 7 years. I know we have the products and brand to change the game in confectionery, and we couldn’t be happier to be working with a company that shares our vision for a more sustainable future.”
Bastian Fassin, Managing Shareholder of Katjes International, added: “With the acquisition of the majority stake in Candy Kittens, we continue to pursue our strategy of investing in strong brands in Europe. With its natural and vegetarian fruit gums for adults, the company has been ahead of confectionery trends and is growing significantly faster than the market.”
NAM Implications:
- Extra funding enables Candy Kittens to optimise potential.
- Time for competitors to reassess relative competitive appeal.
