Candy Kittens UK brand extends US reach with Walmart listing

UK premium vegan confectionary brand  Candy Kittens has expanded into US markets as it launches into 3899 Walmart stores, reports Neill Barston.

Building on the its listings with high-end American retailers like Barnes & Noble, Bloomingdales and more, its latest partnership is set to elevate its presence nationally.

The brand, which was co-founded by entrepreneur and reality TV personality  Jamie Laing (left of pic), who is presently starring in the BBC’s Strictly Come Dancing series, confirmed its focus will be concentrated on the east, central and west coasts to capitalise the consumer demand for plant based snacking.

“A big part of my inspiration to launch Candy Kittens was following a trip to the States and visiting the incredible candy stores there, so to be listing in one of the biggest retail stores in the US feels like everything has come full circle. It’s such an exciting time for Candy Kittens, and this feels like one step further in creating what we had envisioned when we first launched,” explained Jamie of his confectionery series.

Its gourmet sweets range will tap into multiple consumption occasions with a range of sharing  and on-the-go packs (125g and 54g respectively).

Co-founder and Managing Director (CEO) of Candy Kittens, Edward Williams, said: “I am incredibly proud of our partnership with Walmart. This is an opportunity to give American households their first taste of vegan gourmet sweets and shake up the dated legacy brands that currently fill the shelves. We have always seen potential in the US and hope Walmart can complement our existing efforts in the speciality and fashion sectors. We are confident that we can premiumise the US confectionery market, as we have done in the UK. I am grateful for Walmart’s support and look forward to delivering a range conscious consumers can fall in love with.”

Candy Kittens is well placed to disrupt the US confectionery market having taken on the UK category’s big names and currently delivering brand growth at 75% YoY.

The London-based company said it is on a mission to shake up the category by appealing to the modern and conscious shopper. This growing consumer group are largely ignored by the childish and novelty brands that dominate the US market. Candy Kittens hope to capture this Millennial audience with its fashion inspired collection of London confectionery. Candy Kittens unique vegan recipe will also allow Walmart to tap into the rise of plant based foods, growing at 11.4% last yer and totalling a record $5 billion in the US annually.

The range is made with 10% fruit juice and are free from gelatine, palm oil and carnauba wax,  and it is taking the steps for a greener future with carbon neutral production and recyclable packaging via supermarket collection points.

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