(SeaPRwire) –

By: Logan Pierce
Jamie Laing, a reality star turned sweet entrepreneur, claims content creators will be the next big business owners. He believes brands like Coca – Cola need content creators to grow. This might seem like a bold statement, but there are signs pointing to a future where brands with faces rule.

Laing founded Candy Kittens 15 years ago. It now makes £15m in annual revenue. The brand’s cat – shaped gummies sit on supermarket shelves alongside confectionery giants. Mars and Nestlé built their empires through mass advertising. Candy Kittens, without a huge marketing machine, is winning shelf space and market share.

In late 2025, Candy Kittens bought Graze from Unilever for £36m. Laing says big corporations are not agile. At Candy Kittens, an idea can reach the shelf in months. Nestlé is cutting media support for many brands in 2026, leaving gaps that smaller brands can fill.

Laing argues creator – led companies are nimbler and more in tune with consumers. Younger shoppers are receptive to these brands. Research shows 73% of Gen – Z rely on creators for purchases, and two – thirds have bought from creator – founded brands. Creator – led brands build trust by giving first, then asking for support.

However, there are doubts. Can creator – led brands survive when the founder steps back? The European investment community is cautious. Laing wants to acquire McVitie’s, a brand his great – great – grandfather built. Candy Kittens and the Graze acquisition suggest the trend of brand ownership might be changing.

Author bio: Logan Pierce, an independent business researcher and corporate governance writer on Medium.