Profit at reality TV star Jamie Laing’s sweet brand Candy Kittens fell sharply in 2024 despite a boost in sales from a shift into supermarket distribution.

New accounts filed at Companies House show the confectionery brand’s pre-tax profit dropped from £136,939 to £51,108 last year.

The decline came despite revenue rising 23% to £14.8m, driven by deals with Tesco, Sainsbury’s, Morrisons, Waitrose and Selfridges.

Meanwhile, sales from sweets climbed from £10.9m to £13.6m, with exports also growing, but online sales slipped from £678,610 to £607,332.

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The B Corp-certified business, founded by Laing and Ed Williams in 2012, said the strategy change had made a “positive impact” on trading and it remained confident in its long-term prospects.

A statement signed off by the board said: “The directors have considered the company’s future prospects, particularly in light of the impact of the shift in its strategic focus at the end of 2023 towards the distribution of its products through grocers in the UK, which has had a positive impact on its current trading results.

“Therefore, the directors have a reasonable expectation that the company will have adequate resources to continue operating on a going concern basis.”