Candy Kittens sees 23% revenue surge but profits plummet in 2024

A bold supermarket push boosted sales—but at what cost? The UK's first B Corp-certified confectionery brand faces a profit puzzle after record revenue.

, and Administrator

2026 May 11 . 6:03 AM

1 min read

The image shows a store front with a sign that reads "16 Handles Vegan Soft Serve" and a person standing in front of it. There is also a trash bin/can in the foreground.

Candy Kittens sees 23% revenue surge but profits plummet in 2024

Candy Kittens, the sweet brand co-founded by Jamie Laing in 2012, has reported a 23% jump in turnover for 2024. The company’s total revenue climbed from £12 million to £14.8 million, driven by stronger ties with major UK supermarkets. However, profits took a hit despite the growth in sales. The brand shifted its strategy at the end of 2023, prioritising distribution to UK grocers over other channels. This move led to new deals with Selfridges, Tesco, Sainsbury’s, Morrisons, and Waitrose. As a result, revenue from sweet sales alone rose from £10.9 million to £13.6 million.

Export sales also grew, increasing from £412,623 to £621,379 in 2024. But the company’s online sales dipped slightly, falling from £678,610 to £607,332. Despite higher revenue, pre-tax profit dropped sharply from £136,939 to £51,108. Candy Kittens had already made headlines in 2022 by becoming the UK’s first sugar confectionery brand to earn B Corp certification. The latest financial results reflect both expansion and shifting market priorities.

The company’s turnover surge highlights its growing presence in UK supermarkets. Yet the decline in profit suggests higher costs or thinner margins from its new distribution approach. The brand continues to balance growth with sustainability commitments under its B Corp status.