Create Better Group
Create Better Group is a Nottingham-based cake decorating and home baking product company operating three platforms (retail, professional, wholesale) under ownership of Germany's Oetker-Group, distributing 6,000+ products across 28 owned and exclusively distributed brands to hobby bakers, professional cake artists, and wholesale resellers across the UK.
- Company typePrivate
- Founded2021
- HeadquartersNottingham, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Create Better Group does
Create Better Group Limited is a Nottingham-based, privately-held food manufacturing and distribution company specializing in cake decorating and home baking products. Operating as a wholly-owned subsidiary of the German conglomerate Oetker-Group (Dr. August Oetker KG), the business runs three distinct customer-facing platforms organized hierarchically by buyer sophistication: The Cake Decorating Company serves retail hobby bakers via e-commerce with easy-to-use tools and content-driven inspiration; Cake Stuff serves professional cake artists with bulk-buy options; and Cake Craft Group serves wholesale cake suppliers and retailers through 250 dedicated sales representatives and dedicated account management.
The company's product portfolio spans 6,000+ product lines across 11 owned house brands (including The Sugar Paste, Couture, Sattina, Cake Lace, and Eezee Dowels) and 17 exclusively distributed international brands (including Wilton, LorAnn, FMM, and Funcakes). Distribution is primarily UK-domestic with emerging international shipping for wholesale, and the company claims the fastest UK wholesale delivery service while processing 32,000+ orders and shipping over 722,000 units monthly across all three platforms. Brand-building is supported by 400,000+ combined social media followers and a network of 10 brand ambassadors.
Revenue is generated through one-time transactional e-commerce purchases across the retail and professional channels and through B2B wholesale orders on the Cake Craft Group platform. The company employs 51-100 staff and is led by Managing Director Peter Kitchener, with functional leadership spanning Operations, Technology, Procurement, Product Development, Customer Services, Social & Content, and Design. Recent industry recognition includes Retailer of the Year at the Cake & Bake International Awards (November 2025) and Best Finishing Touches Supplier of the Year at the D'Licious Magazine Awards (February 2026).
Create Better Group firmographics
Firmographics- Name
- Create Better Group
- Legal name
- Create Better Group Limited
- Website
- https://createbettergroup.co.uk
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Create Better Group is a Nottingham-based cake decorating and home baking product company operating three platforms (retail, professional, wholesale) under ownership of Germany's Oetker-Group, distributing 6,000+ products across 28 owned and exclusively distributed brands to hobby bakers, professional cake artists, and wholesale resellers across the UK.
- Ownership category
- akta.pro rank
Create Better Group industry classification
Industry- Product category
- Cake Decorating Supplies
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Confectionery Merchant Wholesalers (42445)
- SIC
- Sugar & Confectionery Products (2060), Bakery Products (2050)
- akta.pro primary industry
- Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)
- akta.pro secondary industries
- Pastry, Cakes & Desserts Wholesale (AFAIAFAB), Bakery & Desserts Distribution (CRAOABAE), Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where Create Better Group is headquartered
LocationHeadquarters
- HQ city
- Nottingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Create Better Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Retail E-commerce Sales: The Cake Decorating Company operates as a retail e-commerce platform for hobby bakers, offering easy-to-use tools, supplies, and inspiring content. Products are sold directly to consumers through the website.
- Professional E-commerce Sales: Cake Stuff serves professional cake artists with bulk buy options and quality equipment and ingredients, generating revenue through product sales on its dedicated e-commerce platform.
- Wholesale B2B Sales: Cake Craft Group is a market-leading wholesale provider serving retailers, professional cake makers, and commercial bakeries. Revenue is generated through bulk B2B sales with dedicated account managers, competitive pricing, and reliable stock availability. The company claims the fastest UK wholesale delivery service.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Create Better Group product offering
Product offeringCore offering
Create Better Group develops, sources, produces and distributes cake decorating supplies and home baking products through three customer-facing platforms: The Cake Decorating Company (retail e-commerce for hobby bakers), Cake Stuff (professional e-commerce for cake artists with bulk buy options), and Cake Craft Group (wholesale provider for retailers and commercial bakeries with dedicated account managers). The company distributes over 50 own-brand and exclusive product ranges, including 11 owned brands such as The Sugar Paste (TSP), Couture, Choctastique, Cake Lace, and Eezee Dowels, plus 17 exclusive brands including Wilton, Colour Mill, Funcakes, and LorAnn, processing 32K+ orders per month.
Product overview
Create Better Group operates a multi-platform e-commerce business serving the home baking and cake decorating market through three distinct customer-facing platforms: The Cake Decorating Company (retail for hobby bakers), Cake Stuff (professional platform for cake artists), and Cake Craft Group (wholesale for retailers). The company distributes over 50 own brand and exclusive product ranges, including owned brands such as The Sugar Paste (TSP), Simply Making, Couture, Sattina, Cake Lace, Make A Wish, FMM, and Eezee Dowels, as well as exclusive brands like Agbay, Arkon Mounts, Colour Mill, Fractal Colors, Funcakes, LorAnn, LOYAL, Magic Colours, Over The Top, Select Foods, Smartflex, Vanilla Scientific, and Wilton. The company processes 32K+ orders per month across its market-leading retail and wholesale platforms.
Differentiator
Problem solved
Functional benefit
Brands
- TSP (The Sugar Paste): Sugar paste brand for cake decorating
- Simply Making
- Couture
- Choctastique
- Sattina
- Cake Lace
- Eezee Dowels
- Make A Wish
- FMM
- Agbay
- Arkon Mounts
- Colour Mill
- Fractal Colors
- Funcakes
- Lorann
- Loyal
- Magic Colours
- Over The Top
- Select Foods
- Smartflex
- Vanilla Scientific
- Wilton
Products and services
- The Cake Decorating Company
- Cake Stuff Professional shopping platform designed for busy professional cake artists, offering bulk buy options on essentials including cake boards, cake boxes, sugarpaste, quality equipment, and ingredients. Serves 9K cake artists with 13K subscribers and ships 96K units monthly.
- Cake Craft Group Market-leading wholesale provider of cake decorating supplies for retailers, professional cake makers, and commercial bakeries. Offers dedicated account managers, competitive pricing, reliable stock availability, widest range of brands, and claims the fastest UK wholesale delivery service. Serves 1,500 cake suppliers with 250 dedicated sales representatives and ships 290K units, with international shipping options.
- The Sugar Paste (TSP) Create Better Group's owned brand sugar paste product line for cake covering and decorating, distributed across the group's retail, professional, and wholesale platforms.
- Couture Premium own brand product line targeted at professional cake decorators, distributed across the Create Better Group platforms.
- Wilton Exclusive UK distribution of the internationally recognized Wilton brand of cake decorating tools, equipment, and supplies, sold through Create Better Group's platforms.
- Colour Mill Exclusive UK distribution of Colour Mill food colouring and colorants for cake decorating, sold through Create Better Group's platforms.
Companies that use Create Better Group
Customer profileSegments4 records
Ideal customer profiles3 records
Create Better Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Create Better Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Oetker-GroupcoreOetker-Group is the parent company of Create Better Group. Ethical and lawful conduct is a top priority for the Oetker-Group in its business activities and relationships with all business partners and customers. The Oetker-Group has developed a comprehensive Compliance Management System with Compliance Officers available as neutral and independent contact persons. A whistleblower procedure enables reporting of violations of applicable law, internal guidelines, or the Oetker-Group's Supplier Code of Conduct.
Scale indicators24 records
Recent moves6 records
Expansion highlights6 records
Create Better Group competitors and assessment
Company assessmentDirect peers
- PME Cake: UK-based manufacturer and retailer of cake decorating tools, sugarcraft equipment, and edible decorations. Directly comparable as a UK cake-decorating supplies specialist serving hobbyists, professionals, and retailers across multiple channels.
- Rainbow Dust Colours: UK-based manufacturer of food colours, edible glitters, and cake decorating supplies. Comparable as a UK specialist in the same edible-decorating CPG niche as CBG's owned Colour Mill and exclusive colour brands.
- Squires Kitchen: Long-established UK cake decorating and sugarcraft retailer (also runs Squires Kitchen cookery school). Directly comparable as a UK specialty retailer whose customers—hobby and professional cake decorators—overlap heavily with The Cake Decorating Company and Cake Stuff.
- Renshaw: UK cake decorating and baking brand owned by AB World Foods, covering fondant, icing, marzipan, and decorations. Comparable as both a competing CPG/confectionery brand and a B2B supplier overlapping with CBG's product portfolio and wholesale channels.
- Country Kitchen SweetArt: UK specialist retailer of cake decorating, sugarcraft, and baking supplies serving hobbyists and professionals. Closely comparable to The Cake Decorating Company in product mix, customer base, and content-led retail positioning.
Broad incumbents
- Dr. Oetker: UK arm of German baking products brand Dr. Oetker (sister company to Create Better Group under Oetker-Group). Comparable as a household-name baking/decorating brand operating adjacent categories from the same parent conglomerate.
- Wilton Industries: US-based cake decorating giant spanning tools, colorings, sprinkles, and bakeware globally. Comparable as the dominant global cake-decorating brand; CBG holds exclusive UK distribution, making Wilton simultaneously a competitor at the corporate level and a brand partner at the product level.
Others
- Lakeland: UK multi-category retailer of kitchenware, bakeware, and baking accessories. Comparable as an adjacent specialty retailer serving the home-baking customer segment with overlapping merchandise, though not a direct cake-decorating competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Create Better Group social profiles
Digital presenceCreate Better Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Create Better Group leadership team
Management profileNumber of profiles
Profiles13 records
Create Better Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Create Better Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Create Better Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Create Better Group
What does Create Better Group do?
Create Better Group develops, sources, produces and distributes cake decorating supplies and home baking products through three customer-facing platforms: The Cake Decorating Company (retail e-commerce for hobby bakers), Cake Stuff (professional e-commerce for cake artists with bulk buy options), and Cake Craft Group (wholesale provider for retailers and commercial bakeries with dedicated account managers). The company distributes over 50 own-brand and exclusive product ranges, including 11 owned brands such as The Sugar Paste (TSP), Couture, Choctastique, Cake Lace, and Eezee Dowels, plus 17 exclusive brands including Wilton, Colour Mill, Funcakes, and LorAnn, processing 32K+ orders per month.
Is Create Better Group a public or private company?
Create Better Group is a private company. It is classified as corporate owned and is currently operating.
When was Create Better Group founded?
Create Better Group was founded in 2021. It employs 51 to 100 people.
Where is Create Better Group based?
Create Better Group is headquartered in Nottingham, United Kingdom, in the Europe region.
How does Create Better Group make money?
Three revenue lines are on record. Retail E-commerce Sales are the primary driver. The others are professional E-commerce Sales and wholesale B2B Sales.
Who are Create Better Group's main competitors?
Direct peers on record are PME Cake, Rainbow Dust Colours, Squires Kitchen, Renshaw and Country Kitchen SweetArt. Broad incumbents are Dr. Oetker and Wilton Industries. Lakeland is listed as an others.
Does Create Better Group have an API?
No public API is recorded for Create Better Group.
What industry is Create Better Group in?
Create Better Group's product category is Cake Decorating Supplies. Its primary akta.pro industry code is CRADAAAD, Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin), with a secondary code of AFAIAFAB, Pastry, Cakes & Desserts Wholesale. Its NAICS code is 3113 and its SIC code is 2060.