Jamie Laing, the 35-year-old co-founder of Candy Kittens, will appear as a guest investor on the upcoming 23rd series of BBC's Dragons' Den, according to the source article. Laing, who built his vegan confectionery brand to a £15 million turnover in 2024 and acquired healthy snack brand Graze for £36 million, brings a mix of entrepreneurial hustle and a friendly demeanor to the den. He joins a line of celebrity guests including Trinny Woodall, Joe Wicks, and Gary Neville.

Laing's £15 million turnover and the £36 million Graze deal that raised eyebrows

According to the report, Candy Kittens, founded in 2012, achieved a £15 million turnover in 2024 — a figure that likely impressed the show's producers. But it was Laing's acquisition of Graze, a healthy snack brand, for £36 million that signals his ambition beyond sweets. The move demonstrates a willingness to scale through M&A, a skill that sets him apart from many first-time entrepreneurs who pitch on the show.

A great-great-grandfather who founded McVitie's — dynasty on the biscuit aisle

Laing's lineage includes Sir Alexander Grant, 1st Baronet,who founded the biscuit giant McVitie's. The source notes this heritage, adding a layer of institutional food-business DNA to Laing's own path. While Candy Kittens is a modern vegan brand, the family connection to a staple of British snacking gives Laing a unique story that may resonate with the show's audience and the other dragons.

Will Laing's 'friendly face' survive the shark tank? The untested investor dynamic

The source article describes Laing as bringing a 'friendly face' to the den, but the show's format demands sharp negotiations and tough questions. An open question is how his approach will differ from permanent dragons like Peter Jones or Deborah Meaden. Another unknown is whether his experience in confectionery and snacks limits his ability to evaluate tech, fashion, or service-based pitches — a gap that guest investors often face. the article does not specify which episodes Laing will appear in or whether he will make any investments.

A broader push to freshen the den: Why the BBC keeps rotating guest faces

The addition of Laing continues a trend of the BBC injecting youngeer, digital-era entrepreneurs into the den, following previous guests like Joe Wicks (fitness) and Trinny Woodall (fashion). This strategy aims to keep the show relevant to a generation that consumes content — and starts businesses — online. Laing, with his social media presence and candy brand built on influencer marketing, fits that mold.. As the source notes, the 23rd series is set to return later this year, and Laing's guest slot could pave the way for more rotating investors if the format proves popular.