Our aim is very simple; we want to be the best sweets company in the world. That means, having the best sweets, the best brand and the best retailers in the best locations.

Ed Williams sweets

For now we are focused on building a strong business in the UK. We want the Candy Kittens name to be synonymous with sweets and vice versa! After building a strong foundation in the UK I hope that we’ll be able to venture further afield and explore export opportunities. I hope one day, we’ll become a flag bearer for British style and taste!

Getting our sweets stocked with Waitrose (our first supermarket!) was a really pivotal moment. At that point, we knew people were starting to take us seriously. Funnily enough, I was in Loughborough when the Waitrose buyer called to confirm the deal - a lucky charm maybe?!

Made in Chelsea provided a fantastic marketing platform for us to launch the brand in the UK. That said we’ve always been very conscious of keeping the association at arm’s length. We want Candy Kittens to stand on its own feet. We’ve been a big hit with MiC viewers but equally we have lots loyal customers that have never watched the show.