MADE in Chelsea’s Jamie Laing is a busy man and has bags of energy, possibly fuelled by his love of sugary snacks.

Inspired by his love of sweet treats, fashion and pretty ladies, the reality star has launched a cookbook under his Candy Kittens brand, which he will sign at WH Smiths in Bluewater from 6pm tonight, and is especially for those with a sweet tooth.

Jamie said he was looking forward to meeting fans at Bluewater.

He said: “I love attention, so if I go places where I’m given attention I love it, wherever it is.”

Jamie said: “The book is very pink. It is amazing - it has got delicious, delicious recipes in it.

Everyone always says that their recipes are the best but I can guarantee our recipes are amazing – not only are they baked to perfection, but they are also baked by kittens, so that makes them even better.”

“It’s for absolutely anyone, anyone who has a sweet tooth. It is not too complicated, it’s pretty, simple and delicious.”

Anyone not familiar with the Bafta-winning Made in Chelsea should not fear that felines have been let loose in the kitchen.

The Candy Kittens brand comes from the 24-year-old’s university days in Leeds.

He explained: “I was sitting in lectures bored and thinking ‘what do I love?’ I wanted to go into business by myself because I wanted to make myself a success.”

That's an admirable quality in any young man, but perhaps more inspiring coming from the heir to the McVitie’s biscuit fortune who surely could have chosen to do very little.

He continued: “I thought if I’m going to go into business I have to do something I love.

“I excelled at sports at school so if I knew if I really enjoy something I can make it a success – I love sweets, I love fashion, I love girls so I put them together into a business and that’s how Candy Kittens was born.”

Taking three – or at least two – disparate elements like fashion and food and marrying them together came naturally to Jamie.

He said: “We are going to take a risk and mix fashion with sweets. Because they do mix – candy is cool, fashion is cool, they are both colourful so why not put them together. With cute girls.”

Coming from a family whose ancestors are credited with inventing the jaffa cake, digestive and rich tea biscuit, you would expect access to sweets would have been easy as a child.

But, Jamie said: “I’ve loved sweets forever and ever and ever but I never got given pocket money so I was never able to go and buy sweets but I used to steal sweets from our sweetie jar.

“I was only allowed white chocolate, because other sweets made me too hyper.”
Business is going well for the Candy Kittens, with a range of clothing, sweets and now the cookbook, and Jamie has spoken before of his desire to be a type of Willy Wonka-cum-Hugh Hefner figure.

He said: “That is the route we are looking at. We are trying to be the modern day Willy Wonka, but without Oompa Loompas.

He added, jokingly: “I hope we will reach that at some point – we want to live in a mansion with loads of kittens around the place...no we don’t!”