A south Shropshire food business has strengthened its national presence with the acquisition of a North West baking ingredients company, marking a significant step in its long-term growth strategy.
Truly, based in Ludlow, has acquired Sugar and Crumbs, a Greater Manchester-based business specialising in icing sugars, cocoa powders and flavour mixes. The deal was completed for an undisclosed sum.
Following the acquisition, Sugar and Crumbs’ stock and operations will be integrated into Truly’s growing group of brands. In the short term, both businesses will continue to operate their own websites and brand identities, with plans to eventually create a single, streamlined shopping platform for customers.
Truly was founded in 2010 by sisters Louise Gough and Niki Thompson after becoming frustrated with the limited choice and pack sizes of sprinkles available at the time. Since then, the business has grown into a major supplier to the home baking, ice cream, bakery and business-to-business markets, offering everything from small retail pots to 25kg manufacturing bags.
Operating from a 10,000 sq ft facility at Lower Barns Business Park, south of Ludlow, Truly now supplies customers across the UK and in 28 countries worldwide. Its expanding portfolio includes Twist Ingredients for wholesale customers, the Scrumptious retail range, Sprinkletti – its trademarked mixed sprinkle blends – and now Sugar and Crumbs’ flavoured icing sugars, flavour shots and Whipping It Up mixes.
The business stocks more than 1,500 varieties of sprinkles and inclusions, alongside toppers, lustres, cupcake cases, muffin tulips and specialist baking packaging.
Louise Gough 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 championed one another throughout.
Sugar and Crumbs is a brand we have a lot of respect for, particularly for the online community they’ve built, and we’re 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. We’re very excited for this new addition.”
The move further reinforces Truly’s ambition to scale its operations while continuing to invest in quality, choice and customer experience across the baking industry.
