Made In Chelsea star Jamie Laing proved it’s a sweet life as he visited Waitrose in Berkhamsted to launch his new confectionery range.
The popular face from the E4 ‘structured-reality’ series popped into the supermarket to introduce Candy Kittens – his gourmet gummy candy brand – to the store.
Unsurprisingly the cheeky chap drew quite a crowd – including Berkhamsted School students on their lunch break – to offer samples of the tantalising treats, and he of course took time out to pose for selfies.
As heir to the McVitie’s fortune, Jamie, 25, knows a thing or two about sweet stuff and had lots to say about the new product – which comes in four flavours including peaches and cream, Eton Mess, apple and elderflower and sour watermelon.
He said: “We are launching in Waitrose which I am really excited about, and we are here today to do some sampling.
“I hope people will like them – they may hate them – but they’re delicious I think.
“It’s great so many people have come here today, I love meeting people and hanging out with different people. Everyone loves sweets, so that’s why I do it.
“We wanted to keep the brand very British and make it very fun, and relate it very much to fashion.
“People often aim candy at young people but we think why not aim it at all kinds of people, and make it cool and fun and sexy.”
Waitrose’s department manager Scott Pennell said: “We are really pleased to have Jamie coming into branch to promote his Candy Kittens range – they are new for us and we are pleased to be stocking them.
“So far they seem quite popular – it is great to have Jamie come to help sell his own products as well.”
Jamie’s Candy Kittens range is available in Waitrose at an introductory price of £2, with an RRP of £2.49 each.