Truly (UK) Ltd, a Shropshire business that specialises in sprinkles, cake decorations and baking packaging, has acquired the brand, Sugar and Crumbs.
Truly (UK) Ltd sells into the home baking, ice cream and bakery and sectors, providing products in quantities from retail pots to 25kg manufacturing bags. The business exports to 28 countries worldwide, all from their base in south Shropshire.
Sugar and Crumbs will be moving its stock and operations in Stockport to be part of Truly (UK) Ltd.’s group of brands over the next few months. Truly (UK) Ltd now encompasses Twist Ingredients for wholesale customers, the Scrumptious retail range, a trademarked brand of mixed sprinkle blends called Sprinkletti, and Sugar and Crumbs’ flavoured icing sugars, flavour shots and ‘Whipping It Up’ mixes.
The business was launched in 2010 by sisters Louise Gough and Niki Thompson (pictured). Today they stock over 1,500 varieties of sprinkles and inclusions, plus toppers, lustres, cupcake cases, muffin tulips and packaging.
Louise said, “This is a really exciting moment for the business. 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. 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 and this acquisition strengthens that.”
