Katjes names Jake Shane as chief creative officer
The European candy brand will be expanding its presence in the U.S.
Katjes, the European candy brand known for its bold flavors and modern, vegan confections, it says, has appointed comedian and entrepreneur Jake Shane as chief creative officer, as the company launches a major expansion into the U.S. market.
In his new role, Shane will lead Katjes' U.S. creative strategy, overseeing brand voice, marketing campaigns, product storytelling, and cultural positioning as the company introduces its portfolio to American consumers, aiming to drive a vibrant new creative direction.
The partnership marks a strategic evolution for Katjes, which has reportedly built a cult-like following across Europe for its playful and fun branding and commitment to high quality. Katjes gummies are colorful, despite keeping away from any artificial Red 40 or Red 3 dyes since the 1980s, which has gained relevancy with the FDA announcement to ban Red No. 3 by 2027. With Shane at the creative helm, the company aims to connect with a new generation of U.S. consumers through a 360-degree approach spanning digital storytelling, experiential marketing, and original product innovation.
“Katjes has always stood for fun, creativity, and doing things differently, which is exactly how I approach everything I build,” says Shane. “This is not about slapping my name on a product. It is about helping introduce something I genuinely love to a much bigger audience in a way that feels authentic, elevated, and culturally relevant.”
Shane’s relationship with Katjes began organically in 2023, when he was first introduced to the brand through close friend and fellow creator Brett Chody. After discovering the company’s colorful and fun line up of candy made without animal derived ingredients, Shane became a devoted fan and ultimately reached out to Katjes directly to explore a deeper collaboration, he says.
That initial connection evolved into a long-term partnership built around a shared vision of bringing Katjes gummies to the U.S. in a way that feels modern, innovative, and culturally connected, Shane and the brand note.
Lejla Granov-Plavulj, Katjes marketing manager, says: “Jake brings an extraordinary understanding of today’s consumer, culture, and storytelling. He’s the ideal partner to help introduce more U.S. consumers to Katjes’ fun personality and the brand that helped pioneer vegan gummies, deepening our connection with audiences who care about both what they enjoy and what it’s made of.”
As chief creative officer, Shane will work closely with Katjes’ leadership team to shape the brand’s U.S. identity, from campaign concepts and packaging to experiential moments and digital first storytelling, aiming to position Katjes as a standout new player in the American candy landscape.
Katjes’ U.S. debut, led creatively by Shane, will roll out in 2026.
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