UK - Octopus backs novelty confectionary business with £5m of expansion capital

Octopus Investments has backed Sweet Cred Ltd, a branded children’s novelty confectionery business, with £5m expansion capital financing. Octopus was introduced to the deal by Acanthus, a London-based corporate finance firm. Based in Sidcup, Kent, Sweet Cred sells a wide range of products which combine sweets with toys that are themed around the five cartoon characters in the Sweet Cred gang. The range is already being sold through distribution partners in Europe, the US and the Middle East. In the UK Sweet Cred has established distribution through the main wholesalers and retail distribution through the major multiple retailers, motorway service stations, and leading toyshop chains.