Candy Kittens is making its plant-powered treats more accessible with the exclusive Tesco launch of Smittens, a new "lifestyle" range designed to offer a lower price point without compromising on quality. Retailing at approximately £1.60 per bag—a significant drop from their flagship gourmet line—Smittens features three vibrant flavor edits: Strawberry, Blueberry, and Sour. By maintaining the brand’s commitment to being 100% vegan and palm oil-free while positioning the product for the everyday "on-the-go" shopper, Candy Kittens is effectively bridging the gap between premium confectionery and mainstream affordability. The launch of Smittens represents a major strategic pivot for Candy Kittens as it seeks to transform from a niche "gourmet" player into a high-volume supermarket powerhouse. This move into the mass-market "lifestyle" category is underpinned by the brand's recent acquisition of Graze from Unilever, a deal that has increased the company's overall footprint by 300% and signals their ambition to become the "Unilever of challenger brands." Despite a recent dip in short-term profits due to the high costs of expanding grocery distribution, the Smittens launch leverages the brand's B Corp status and plant-powered credentials to meet the rising consumer demand for ethical, affordable treats, positioning Candy Kittens for a significant revenue surge as they scale across the UK.
BBQ - Do you think this move by Candy Kittens will be a success?