Takeover sweetens cake decorations firm's portfolio

A sister-run cake decoration supplies firm is feeling sweet after completing a takeover.

Truly (UK) has bought Sugar and Crumbs.

The Ludlow-based company says the move bolsters its product range and will provide customers with “more brands for more baking magic.”

Under the terms of the deal, Stockport-based cake decoration and ingredient supplier Sugar and Crumbs will move its stock and operations to Truly (UK)’s group of brands over the coming months.

Launched by Louise Gough and Niki Thompson in 2010, Truly (UK) sells into the home baking, ice cream, bakery and business-to-business sectors, and exports to 28 countries worldwide.

Its pantry includes more than 1500 varieties of sprinkles and inclusions, as well as toppers, lustres, cupcake cases, muffin tulips and packaging. 

Joint director Louise said: “This is a really exciting moment. 

“Sugar and Crumbs is a brand we have a lot of respect for, especially for the online community they’ve built, and we are thrilled to be able to sustain its future by bringing it into the Truly family. 

“Our aim has always been to make the widest selection of quality baking products available to the largest audience, and this acquisition strengthens that.”

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