UK confectionery brand Candy Kittens has expanded its range of gourmet vegan sweets with a new line called Shox.
The sweets are said to be the brand’s first truly sour option (as opposed to sweet and sour), and are also the first to come in a mixed-flavour bag. Each pack contains a combination of sour apple and sour strawberry flavours.
“A sour taste in your mouth but not on your conscience”
Candy Kittens’ range also includes the flavours Wild Strawberry, Sour Watermelon, Eton Mess, Very Cherry, Sweet Raspberry & Guava, Orchard Apple & Dragonfruit, and LOVES (blueberry, cherry, orange, and strawberry). The entire range is palm oil-free and carbon-neutral.
Candy Kittens is a certified B-Corp, and last year overtook Cadbury Eclair to become the UK’s 16th-largest sugar confectionery brand. In September, the company reported 25.7% year-on-year sales growth.
Small changes
An increasing number of vegan sweets are now available, as companies develop alternatives to animal-derived ingredients such as gelatin and major brands change their recipes to remove animal products.
To mark the launch of Shox, Candy Kittens has introduced a campaign encouraging consumers to make small changes that benefit the environment, like eating more plant-based food, walking to work, or giving up bottled water. Those who make a pledge will be rewarded with a prize, such as a free travel cup.
“A sour taste in your mouth but not on your conscience,” says the brand on its website. “Challenging consumers to think differently and adopt small changes that make a big difference. A whole pack of culture shox, that proves making a change doesn’t have to mean making a sacrifice.”
The Shox are now available at Asda and Ocado, along with Candy Kittens’ online store.
