The aim of the partnership is to show “how easy it can be to live sustainably, and helps highlight the importance of protecting the planet without the use of animal derived products”.

Made In Chelsea’s Jamie Laing and Forest Green Rovers have signed a sweet deal.

As part of the new partnership the Gloucestershire-based vegan football club will sell Laing’s sweet brand Candy Kittens at the club’s New Lawn home.

Founded in 2012, Candy Kittens, which sells vegan confectionary is an innovative, gourmet sweet range that personifies British taste, quality and style.

According to the brand, the partnership is a means to show “how easy it can be to live sustainably, and helps highlight the importance of protecting the planet without the use of animal derived products”.

Football fans, local supporters and Candy Kittens lovers will be able to enjoy the full range of delicious vegan sweets. The line is made with real fruit juices and includes flavours like Blueberry Bliss, Sour Watermelon, Tropical Mango, and Wild Strawberry. They are made with no artificial colours or flavours and are guaranteed to be free from palm oil, gelatin and carnauba wax. 

Furthermore, Candy Kittens will champion Forest Green Rovers “on and off the pitch” at games.

The team are working on an “ongoing content series” to promote the partnership.

‘A winning combination’

Company CEO and co-founder Ed Williams said: “After following Forest Green Rovers for the last few seasons, we’re incredibly excited to partner with the first ever vegan football club. We can’t wait to support the team at all of their games and continue to spread the word about the importance of veganism and living sustainably.

“We think the partnership is a winning combination and know that our sweets will fit in well with the football fans.”

Henry Staelens, the football club’s CEO, added: “It’s our pleasure to welcome Candy Kittens to the FGR Family. I’m sure football fans will welcome their vegan products with open arms, both in the home and away terraces.”

Forest Green Rovers

The vegan soccer club has been around for more than 130 years. It is owned by Dale Vince – an environmentalist and entrepreneur.

The club is committed to sustainability. The players eat vegan food, the stadium is powered by solar panels, and the pitch is organic and pesticide-free. Moreover, it uses sustainable materials such as bamboo in its players’ uniforms.

Forest Green Rovers also aims to achieve carbon neutrality by 2040.

Vince in an interview told Business Live that all football teams should reduce their carbon footprint and capitalize on their ‘reach’ to benefit the planet.

“Athletes are very influential,” he explained.

“Fans look up to them and take their lead in terms of what they should wear and eat.

“We’re also part of a UN program called Sport for Climate Action which aims to reach billions of sports fans around the world through their favourite medium to get them to become fans of the environment and change the way they live to help tackle the climate crisis.”

“I would say that 10 years ago we were radical in making these changes like taking red meat off the menu, but now it’s fairly normal.”

• Read: Vegan KitKats make a comeback in the UK

Caption: Made In Chelsea star Jamie Laing’s candy brand and vegan soccer club sign a sweet deal.

Mohsina Dodhiya

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