Reality TV personality Jamie Laing is making the move into finance, hoping to crowdfund £300,000 for his modern confectionary business ‘Candy Kittens’.

Laing, one of the most controversial stars of E4’s ‘Made in Chelsea’ series, launched his business on the show nearly two years ago and now stocks his range in Tesco, Waitrose and Sainsbury’s, as well as Selfridge’s and Topshop. Candy Kittens’ hope to be the ‘finest premium sweet in the world’, and are all gluten free and use real fruit juice.

In its first year, the company 2014 reached sales of £254,000, and the addition of premium supermarket Waitrose to its list of stockists pull sales up by another 40%, to £350,000. With all stock being manufactured in the EU and stored in the UK, the company have developed a first class supply chain which can, if necessary, deliver full production runs within 4 weeks. The company exports to over 15 countries and is forecast to turn over between £1 and £2 million next year. However, in order to expand, Candy Kittens are crowdfunding to launch a major marketing programme in 2016.

Whilst Laing’s ‘Made in Chelsea’ fans provided a ready customer base and enabled the launch of the business, he has since brought in Ed Williams as Managing Director, who has driven the company forward to where it is now. Laing said in an interview with The Telegraph: “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.”

Candy Kittens is crowdfunding for £300,000 on Seedrs, in return for 7.51 percent equity. The minimum investment is £12, but for £24 and upwards investors will be offered various perks including a signed photo of Jamie and 50 percent off Candy Kitten sweets for life.

For more information, visit their campaign page on Seedrs.

Miranda Wadham on 24/12/2015