Sprinkles firm acquires much-loved brand

Shropshire-based Truly (UK) Ltd which specialises in sprinkles, cake decorations and baking packaging manufactured in the UK and Europe, has acquired the much-loved brand, Sugar and Crumbs.

Truly (UK) Ltd sells into the home baking, ice cream, bakery and general business-to-business sectors, providing products in quantities from retail pots to 25kg manufacturing bags.

They stock the biggest selection of sprinkles and inclusions in the country, as well as exporting to 28 countries worldwide, all from their 10,000 sq. ft. base in south Shropshire.

Sugar and Crumbs will be moving their 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 by sisters Louise Gough and Niki Thompson in 2010, sparked by their frustration at the limited choice and quantities of sprinkles on offer. 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 to the largest audience, and this acquisition strengthens that.

“Over the coming year, we will be working hard behind the scenes to bring both brands together into one seamless shopping experience. Until this work is complete, both websites will continue to operate. For the time being, you can still order from either website and we will combine your orders when instructed."

Pictured: Louise Gough and Niki Thompson