Sugar and Crumbs

What Sugar and Crumbs does

Sugar and Crumbs is a UK-based direct-to-consumer e-commerce business that manufactures and supplies premium cake decorating ingredients and baking supplies. The company is headquartered at 'Sprinkles HQ' in Ludlow, Shropshire (with a secondary presence in Stockport) and was founded in 2013 by Carol McFarland, who serves as Founder and Sales & Marketing Director. Its proprietary product range is anchored by naturally flavoured icing sugars available in over 20 flavours, complemented by concentrated Flavour Shots, the Whipping It Up! Multi-Mix for Swiss meringue buttercream, EasyBake cake mixes, Melt and Pour compound chocolates, Real Belgian Chocolate products (Easimelt Discs, Bake-stable Chunks), WonderDust edible lustres, Colour Pop food colour gels and dusts, and Sugar Crunch and Jelly Slice decorations. The full catalog comprises 979 SKUs spanning edibles and non-edibles, and the company is positioned in the UK cake decorating and home baking segment with a focus on dietary inclusivity (vegan, halal, kosher, gluten-free, lactose-free options).

The business operates a Shopify-powered storefront with primary UK distribution and ships internationally to more than 40 countries including the US, Canada, Australia, New Zealand, Japan, EU member states, and selected Middle East markets. Monetisation combines one-time retail purchases with free UK delivery on orders over £40, a recurring 'Truly S&C Premier' annual subscription membership priced at £50/year that delivers 20% off branded products, double loyalty points, priority despatch, and members-only Magic Boxes, and a dedicated Trade Account channel for B2B/professional decorators. Beyond its owned brands (Truly S&C Premier, EasyBake, WonderDust, Colour Pop, Scrumptious, Melt Pour), Sugar and Crumbs distributes third-party brands including PME, Wilton, Squires Kitchen, Rainbow Dust, Culpitt, Baked with Love, Belcolade, and Scrumptious/Twist Ingredients, positioning itself as a category specialist and aggregator in the cake decorating vertical.

Customer acquisition relies on content marketing through a 50+ recipe blog, email newsletter, and active social media presence (Facebook, Instagram, Pinterest, YouTube), reinforced by a 4.99-star average across 847 verified customer reviews. The company has 11-50 employees, no disclosed funding rounds, no parent company, and no M&A activity in the source data. Revenue is not publicly disclosed.

Name

Sugar and Crumbs

Legal name

Sugar and Crumbs

Website

https://sugarandcrumbs.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Sugar and Crumbs is a UK-based direct-to-consumer e-commerce company that manufactures and retails premium cake decorating ingredients and baking supplies, specialising in 20+ flavours of natural flavoured icing sugars, decorative sprinkles, edible glitters, and chocolate products for home bakers and professional cake decorators across 40+ countries.

Ownership category

akta.pro rank

Product category

Baking and Cake Decorating Ingredients

NAICS

Sugar and Confectionery Product Manufacturing (3113), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH), Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN), Bakery Packaging & Decor Supplies Wholesale (AFAIAFAL)

Keywords

• Cake decorating supplies
• Baking ingredients
• Flavoured icing sugar
• Edible cake decorations
• Sugarcraft products

Headquarters

HQ city

Stockport

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. E-commerce Retail Sales: Direct retail sales of baking ingredients and cake decorating supplies through their online storefront. Customers purchase products individually at listed prices with free UK delivery on orders over £40.
2. Subscription Membership (Truly S&C Premier): Annual subscription programme at £50/year offering 20% discount on full-price branded products, double loyalty points, priority despatch, exclusive members Facebook group, free gifts with orders over £50, and members-only Magic Boxes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Sugar and Crumbs manufactures and supplies premium cake decorating ingredients and baking supplies, specialising in signature naturally flavoured icing sugars available in over 20 flavours, alongside professional cake mixes, compound chocolates, edible decorations (sprinkles, pearls, glitters), food colours, and baking tools. The company sells directly to home bakers and professional cake decorators through its own Shopify-powered e-commerce store with UK and international shipping.

Product overview

Sugar and Crumbs is a UK-based cake decorating ingredients company offering a comprehensive portfolio of premium baking products. The core offerings include signature naturally flavoured icing sugars (available in over 20 flavours), Flavour Shots concentrated icing sugars, Whipping It Up! multi-mix for Swiss meringue buttercream, EasyBake professional cake mixes, and a range of melt and pour compound chocolates including Real Belgian Chocolate products. The company also provides extensive decorative products including edible pearls, sprinkles (100s and 1000s, strands, confetti), sugar shapes, chocoballs, chocolate beans, and WonderDust glitters. Food colouring products include Colour Pop gels and dusts. Non-edible supplies include baking cases, cake cards/boards/drums, piping equipment, and cake boxes. The company operates a subscription service called Truly S&C Premier membership offering 20% discounts and other benefits. Products are available in various sizes and many are suitable for vegetarian, kosher, halal, and specific dietary requirements including nut-free, dairy-free, lactose-free, and gluten-free options.

Differentiator

Problem solved

Functional benefit

Brands

• Truly S&C Premier: Subscription membership programme offering 20% off branded products, double loyalty points, priority despatch, exclusive members Facebook group, free gifts with orders over £50, and members-only Magic Boxes. Membership costs £50 per year.
• EasyBake
• WonderDust
• Colour Pop
• Scrumptious
• Melt Pour

Products and services

• Flavoured Icing Sugar

Quantifiable outcome

• 4.99-star average rating from 847 verified reviews

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor.

• PMEminorOthersPME is a major brand stocked by Sugar and Crumbs, offering cake decorating tools including piping equipment, cutters, muffin tulips, and baking tins. Sugar and Crumbs serves as a retailer of PME products.
• WiltonminorOthersWilton is a well-known cake decorating brand whose products are stocked and sold through Sugar and Crumbs' e-commerce platform.
• Squires KitchenminorOthersSquires Kitchen is a professional baking brand distributed through Sugar and Crumbs' retail channels.
• Rainbow DustminorOthersRainbow Dust is a brand of edible dusts and colours for cake decorating sold through Sugar and Crumbs.
• CulpittminorOthersCulpitt is a brand offering cake boxes, edible decorations and sugar paste products distributed via Sugar and Crumbs.
• Baked with LoveminorOthersBaked with Love brand of edible cake toppers and decorations sold through Sugar and Crumbs.
• BelcolademinorOthersBelcolade supplies genuine Belgian chocolate (34% cocoa solids for milk, 55% for dark, 30% for white) used in Sugar and Crumbs' Real Belgian Chocolate product range.
• Scrumptious/Twist IngredientsminorOthersScrumptious/Twist Ingredients supplies premium sprinkles, pearls, sugar crunch products and edible decorations to Sugar and Crumbs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hobbycraft: UK's largest arts, crafts and baking supplies retailer with physical stores plus online. Competes on convenience, breadth and price across the same cake decorating and baking ingredients category.
• Renshaw: UK scale brand in sugar paste, fondant and icings, owned by Real Bake. Directly comparable on the icing/sugarpaste categories that sit alongside Sugar and Crumbs' signature flavoured icing sugars.
• Wilton: US-headquartered cake decorating giant with broad tools, colours and decorating kits. Distributed through Sugar and Crumbs; competes as a mass-market incumbent with much larger marketing and shelf presence.

Direct peers

• Cake Craft World: UK cake decorating supplies retailer carrying tools, ingredients and edible decorations. Closest head-to-head DTC peer in the UK cake decorating supplies niche.
• Karen Davies Sugarcraft: UK sugarcraft moulds, mats and cake decorating specialists. Comparable niche positioning around sugarcraft and decorative cake supplies for hobbyist and professional decorators.
• Rainbow Dust: UK specialist in edible dusts, colours and cake decorations. Distributed via Sugar and Crumbs; a niche peer overlapping directly on edible glitter, lustre and decorative colours.
• Culpitt: UK cake boxes, edible decorations and sugar paste brand. Distributed through Sugar and Crumbs; competes on presentation supplies and sugarpaste categories central to cake decorators' workflows.
• PME Cake: Long-established UK cake decorating tools and supplies brand (piping, cutters, tins). Sugar and Crumbs is an authorised retailer of PME; PME competes directly on cake decorating assortment and trade-customer mindshare.
• Squires Kitchen: UK professional-grade cake decorating, sugarcraft and baking supplies brand. Distributed through Sugar and Crumbs; directly comparable in serving professional decorators and serious hobbyists with premium ingredients.

Regional players

• Baker Ross: UK arts, crafts and baking supplies retailer serving schools, groups and families. Adjacent competitor on cake and baking supplies with a value-oriented mass-market positioning versus Sugar and Crumbs' premium niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sugarandcrumbs2
• Instagraminstagram.com/sugar_and_crumbs
• Pinterestpinterest.com/sugarandcrumbs
• YouTubeyoutube.com/channel/UCgBX4i-wszFdVwdYorRJflA
• Xx.com/SugarandCrumbs
• LinkedInlinkedin.com/company/sugar-and-crumbs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sugar and Crumbs