The hidden "nasties" you need to look out for in your sweet treats

20 October 2023 , 17:46

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Jamie Laing has been camouflaged into a new billboard commissioned by vegan sweet brand Candy Kittens as part of its No Nasties, All Good campaign, highlighting the hidden meat found in the UK’s most popular sweets and snacks. Research by the brand reveals that 67% of British people are unaware that many popular sweets contain 'hidden meat’ and is calling on the industry to be more transparent about their ingredients.

The TV star founded confectionery company, Candy Kittens with Ed Williams in 2012, vowing to only use natural, vegan ingredients, and ahead of Halloween, Jamie unveiled a new billboard campaign for his company highlighting how some confectionery brands use gelatine in their products.

Gelatine is a setting agent made from the boiled bones, skins, and tendons of animals.

Jamie said: “A lot of people who are perhaps vegetarian or even vegan are eating sweets with animal gelatine in it - I mean it’s completely not spoken about and I truly believe the reason why people don’t know is because of the archaic way the business is run….they don’t want to change with the times and also I agree it’s down to laziness.”

Jamie Laing has been camouflaged into a new billboard commissioned by vegan sweet brand Candy Kittens as part of its No Nasties, All Good campaign, highlighting the hidden meat found in the UK’s most popular sweets and snacks. Research by the brand reveals that that 67% of British people are unaware that many popular sweets contain 'hidden meat’ and is calling on the industry to be more transparent about their ingredients.

According to a survey by Candy Kittens, 35 percent of Brits were disgusted to find out that gelatine contains components such as animal skin, bones, and cartilage.

Jamie prides the company on also being palm oil-free and carbon-neutral.

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He added: “We are a conscious business and I think that it’s so important for businesses now to lead by example and actually a lot of the time it was down to the individual who would recycle yogurt pots but from a business point of view, we do it in a lot of ways.”

Jamie wants to make the company the biggest confectionery company in the UK before taking the brand overseas: “My dream would be to have my first pop-up shop on the moon, honestly it would be phenomenal,” he joked. “There would be a huge place where everyone could go. For the time being, we will stick with packaged sweets.”

The campaign saw Jamie camouflaged into a Candy Kittens billboard in West London by using an award-winning body-painter to make him completely disappear.

Kelis Cassia Edwards