Shropshire-based sprinkles supplier Truly is expanding its cake decoration portfolio with the acquisition of flavoured icing sugar specialist Sugar and Crumbs.
The deal, made for an undisclosed fee, will see Sugar and Crumbs move its stock and operations from Stockport to Truly’s 10,000 sq ft site – aka ‘Sprinkles HQ’ – located on a small industrial estate just outside of Ludlow.
Due to the distance from Stockport to Ludlow, Truly noted it is not possible to retain all the Sugar & Crumbs staff. However, it confirmed that management is to remain involved during the transition and will keep across the brand’s large social community.
The Sugar and Crumbs range includes icing sugars in flavours such as Velvet Vanilla, Lemon Drizzle, Salted Caramel, Raspberry Ripple, and Strawberry Milkshake, as well as concentrated versions called flavour shots, which can be used for the likes of buttercreams, frosting, meringues, macarons, and cheesecakes. It also has colourings, cake mixes, and ‘Whipping It Up’ mixes for Swiss meringue buttercream.
Truly was founded in 2010 by sisters Louise Gough and Niki Thompson, sparked by their frustration at the limited choices and quantities of sprinkles in the UK. Today, the company stocks over 1,500 varieties of sprinkles and inclusions, plus cake toppers, lustres, cupcake cases, muffin tulips, and packaging.
Truly owns the sprinkles brand Scrumptious, which sells small pots into retail, and its sub-brand Sprinkletti, which offers blends of mixed sprinkles. It also owns Twist Ingredients, which supplies packs of 700g to 25kg for wholesale customers.
Products are manufactured in the UK and Europe and exported to 28 countries worldwide.
“This is a really exciting moment for the business,” commented Truly co-founder and joint director Gough. “Truly started out around the same time as Sugar and Crumbs, and for the last 15 years we’ve attended retail shows side by side, and we’ve championed one another throughout.
“Our aim has always been to make the widest selection of quality baking products available to the largest audience, and this acquisition strengthens that,” she added.
Gough expressed respect for the online community that Sugar and Crumbs had built, noting that work was going on behind the scenes to bring both brands together into one seamless shopping experience. Both company websites will continue to operate and accept customer orders.
“We are very excited for this new addition and believe this will make stocking up easier than ever for your bakery, shop or kitchen counter – more brands to choose from for more baking magic,” said Gough.
No comments yet