FunCakes
FunCakes (NewCakes BV, Amsterdam) is a Dutch home-baking CPG brand and wholly-owned Oetker Group subsidiary selling baking mixes, decorations, sprinkles, colourings, flavours, and accessories across 40+ European countries via CakeSupplies and Cake Craft Group wholesale distributors and 207+ specialty retailers.
- Company typePrivate
- Founded-
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What FunCakes does
FunCakes is a Dutch consumer packaged goods brand operating in the home baking and cake decorating category, legally constituted as NewCakes BV and headquartered at Casablancaweg 20 in Amsterdam. The company is a wholly-owned subsidiary of the Oetker Group (Dr. August Oetker KG), the German food conglomerate, and operates with a notably lean team of 8 employees. Its product portfolio spans core baking inputs (sponge cake mixes, sugar paste, marzipan, buttercream, royal icing, cupcake and muffin mixes), a deep decorations range (Belgian chocolate decorations, sprinkle medleys with over 100 variants, deco melts, sanding sugars, choco crispy balls, metallic crispy choco pearls), colouring and flavour systems (over 20 food colour gels, over 40 flavours and flavour pastes), accessories (baking cups, cake boards, cake boxes, cupcake stands, bento boxes), and a Special Diet range covering Halal, gluten-free, kosher, and vegan options.
The business operates a product-led growth model in which an extensive, multilingual recipe library (categorized by type, theme, and skill level), a quantity calculator tool, a formal influencer program (requiring minimum reach of 2,500 Instagram or 5,000 TikTok followers), and the #funcakesbyme user-generated content ecosystem drive top-of-funnel discovery and engagement. The company earns revenue primarily through wholesale of physical goods to specialty baking retailers, with distribution intermediated by two exclusive partners: CakeSupplies for continental Europe and Cake Craft Group for the UK. A direct-to-consumer e-commerce site (funcakes.com) and approximately 207 listed specialty webshops across Europe provide consumer-facing purchase points. No public pricing is disclosed, and consumer prices are set at the retailer level. Products reach more than 40 countries, with active social and content presence across Instagram, Facebook, Pinterest, YouTube, TikTok, and LinkedIn.
FunCakes firmographics
Firmographics- Name
- FunCakes
- Legal name
- NewCakes BV
- Website
- https://funcakes.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FunCakes (NewCakes BV, Amsterdam) is a Dutch home-baking CPG brand and wholly-owned Oetker Group subsidiary selling baking mixes, decorations, sprinkles, colourings, flavours, and accessories across 40+ European countries via CakeSupplies and Cake Craft Group wholesale distributors and 207+ specialty retailers.
- Ownership category
- akta.pro rank
FunCakes industry classification
Industry- Product category
- Baking Ingredients and Cake Decorating Products
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Chocolate and Confectionery Manufacturing (31135), Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Food And Kindred Products (2000), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)
- akta.pro secondary industries
- Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN), Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH), Premium/Artisanal Bakery Wholesale (AFAIAFAG), Pastry, Cakes & Desserts Wholesale (AFAIAFAB)
Keywords
Where FunCakes is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
FunCakes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Baking products sales: FunCakes generates revenue from selling baking ingredients, mixes, decorations, tools, and accessories directly to consumers and through resellers. Products include baking mixes, sugar paste, decorations, sprinkles, colourings, chocolate, marzipan, flavour pastes, baking cups, cake boxes, cupcake stands, and more. The company sells via its own e-commerce website, through CakeSupplies and Cake Craft Group wholesale distributors, and through hundreds of specialty baking shops and webshops across Europe.
- E-commerce / D2C: FunCakes operates a direct-to-consumer e-commerce website where end consumers purchase products, as well as pointing consumers to 207 listed webshops across Europe where products can be purchased.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
FunCakes product offering
Product offeringCore offering
FunCakes manufactures and sells a comprehensive range of branded baking ingredients and cake decorating products for home bakers, including baking mixes, sugar paste, marzipan, food colourings, sprinkles, Belgian chocolate decorations, flavour pastes, baking cups, cake boards, boxes, and stands. The brand also provides a multilingual recipe portal, quantity calculator, and influencer/community content to support product use. Distribution is handled through CakeSupplies and Cake Craft Group wholesalers plus its own e-commerce site.
Product overview
FunCakes is a Dutch baking ingredients and accessories brand (NewCakes BV, headquartered in Amsterdam) operating under the Oetker Group. The brand offers a comprehensive, multi-category portfolio of baking products for home bakers, spanning core baking mixes (Sponge Cake Deluxe, Enchanted Cream, Red Velvet Cake, Classic Cake, Buttercream, Royal Icing, Cupcakes, Muffins), sugar-based coverings (Sugar Paste including flavoured variants and Covering Paste), decorations (Sugar Decorations, Deco Melts, Choco Crispy Balls, Metallic Crispy Choco Pearls, Chocolate Decorations made from Belgian chocolate), colourings (Food Colour Gels, Food Colour Pastes, and FunColours range), flavours (over 40 Flavours and Flavour Pastes), sprinkles (over 100 variants in pink jars including Sprinkle Medleys, Sugar Strands, Sanding Sugars), baking accessories (Baking Cups in multiple styles, Cake Boxes, Cake Boards, Cupcake Stands, Bento Boxes), edible decorations (Edible Wafer Flowers, Edible Flowers, Freeze Dried Fruit), and seasonal lines (Halloween, Christmas, Sinterklaas). The brand also maintains a digital community via its recipe portal, quantity calculator tool, influencer campaigns (#funcakesbyme), and a Special Diet range (Halal, gluten-free, kosher, vegan). Distributed primarily through CakeSupplies for continental Europe and Cake Craft Group for the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- FunCakes Baking Mixes Pre-mixed baking bases including Sponge Cake Deluxe, Enchanted Cream, Red Velvet Cake, Classic Cake, Buttercream, Royal Icing, Cupcakes, and Muffins mixes for home bakers.
- FunCakes Sugar Paste Flexible, smooth sugar paste with fine structure and malleability and a satin finish for covering cakes and creating sharp edges, including flavoured variants and Colour of the Year ranges.
- FunCakes Decorations Ready-to-use cake and cupcake decorations in sugar, fondant, marzipan, and Belgian chocolate, including chocolate decorations (3D ghosts, snowflakes, trees, gifts), sugar figures, and jelly diamonds.
- FunCakes Deco Melts Meltable chocolate-style buttons used for drip cakes, moulding, and decorating, including Natural/Snow White and other colour variants.
- FunCakes Colourings Food colourings including highly concentrated Food Colour Gels (over 20 colours, tube packaging), Food Colour Pastes, pens, powders, paints, and sprays under the FunColours brand.
- FunCakes Chocolate Chocolate products including Belgian chocolate-based decorations, Choco Crispy Balls (premium purple-lidded jar), and Metallic Crispy Choco Pearls.
- FunCakes Marzipan Marzipan for cake covering and decoration, part of the broader sugar paste and covering product line.
- FunCakes Flavours and Flavour Pastes Highly concentrated flavour drops and flavour pastes (over 40 varieties) for icings, batters, bavarois, ice cream, sauces, and more, including fruity, nut, coffee, and liquorice profiles.
- FunCakes Sprinkles Over 100 different sprinkle variants including Choco Balls, 3D Figures, Sugar Strands, Confetti, Garniture, Hearts, Marshmallow, Medleys, Nonpareils, Stars, Sugar Pearls, and more in pink-capped jars.
- FunCakes Baking Cups Paper baking cups for cupcakes and muffins in various colours, patterns, and themes including Bloom (metallic and pastel), Foil, Mini Baking Cups, and seasonal themes (Halloween, Christmas, Day of the Dead, Gingerbread).
- FunCakes Cake Boxes Cake boxes in various styles, shapes (round, square, rectangular), and colours (White, Pink, Kraft) for transporting and gifting baked cakes.
- FunCakes Cupcake Stands 3-tier sturdy cardboard cupcake stands for displaying cupcakes, macarons, petit fours, and other small treats, easy to assemble and reusable.
- FunCakes Halloween Range Halloween-themed products including 3D Sprinkle Medleys, themed baking cups, 3D Ghost chocolate decorations, sugar decorations, and Day of the Dead items.
- FunCakes Special Diet Range Baking products certified for specific dietary requirements including Halal, gluten-free, kosher, and vegan options.
- FunCakes Recipes Portal Recipe portal with recipes categorized by type (Cakes, Cookies, Chocolate, Cupcakes, Donuts, Treats), theme (Ramadan, Valentine's Day, Easter, Winter, Birthday), and skill level (Beginner, Advanced, Expert).
- FunCakes Quantity Calculator Online calculator tool to help home bakers determine how much of each baking product is needed for their recipes.
- FunCakes Cake Boards Cake boards in various shapes (round, oblong) and finishes (White, Gold, Rose Gold) and sizes for supporting and presenting cakes.
- FunCakes Velvet Spray Velvet spray for finishing cakes with a velvety texture effect, available in Black colour.
Companies that use FunCakes
Customer profileSegments3 records
Ideal customer profiles4 records
FunCakes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
FunCakes partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, minor and flagship.
- CakeSuppliescoreCakeSupplies is the exclusive wholesale distributor for FunCakes across most of Europe. Specialty baking/cooking/hobby shops, webshops, and wholesalers can register as customers on CakeSupplies to order FunCakes products online. CakeSupplies also offers additional baking and cake decorating brands to complement the FunCakes range.
- Cake Craft GroupcoreCake Craft Group is the exclusive UK distributor for FunCakes. UK businesses can register on the Cake Craft Group website to order FunCakes products. Cake Craft Group also offers a range of additional baking and cake decorating brands.
- Deleukstetaartenshop and Wilton (content sharing partners)minorIn the context of the #funcakesbyme user-generated content program, FunCakes, Deleukstetaartenshop, and Wilton jointly grant rights to use customer content for marketing across their websites, social media, and newsletters. This is a cross-brand content sharing arrangement rather than a commercial partnership in the traditional sense.
- Oetker Group (parent company)flagshipFunCakes is a subsidiary of the Oetker Group. The Oetker Group operates a Compliance Management System that includes a whistleblower procedure and compliance organization. FunCakes is included under the Oetker Group's compliance framework, with reporting channels through the group's compliance hotline system.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
FunCakes competitors and assessment
Company assessmentDirect peers
- PME Cake: UK-based cake decorating supplies specialist offering sugar paste, flower paste, molds, and edible decorations to the hobby baker channel. Closely comparable to FunCakes on product mix, target customer (home bakers), and specialty retail distribution.
- Cake Craft World: UK cake decorating and baking supplies specialist serving hobbyists and small bakeries with sugar paste, colorings, sprinkles, and tools. Directly comparable to FunCakes' product mix and customer segment.
- Wilton Brands: The leading US-based cake decorating and home baking brand, offering sprinkles, colorings, sugar paste, tools, and bakeware. FunCakes' European-focused portfolio, UGC program (#funcakesbyme), and cross-brand content sharing arrangement with Wilton/Deleukstetaartenshop directly mirror Wilton's model.
- Rainbow Dust Colours: British food colorings, edible decorations, and sugar paste brand serving the home baker and small cake business segments. Directly comparable product categories (color gels, sprinkles, decorations) and customer profile to FunCakes.
- Renshaw (Renshaw Bakehouse): UK sugar paste, fondant, and baking decoration brand with deep penetration into European specialty retail. Competes head-to-head with FunCakes on sugar paste, marzipan, and ready-to-use decorations.
Broad incumbents
- Betty Crocker: General Mills-owned global home baking brand with cake mixes, frostings, and decorations. Overlaps with FunCakes on baking mixes and frostings but at a broader mass-market positioning with limited premium decoration depth.
- Dr. Oetker (parent company's retail baking line): Sister brand under the Oetker Group umbrella offering baking mixes, decorations, and cake ingredients at grocery retail scale. Overlaps with FunCakes on mixes, frosting, and sprinkles but at a far broader mass-market positioning.
Regional players
- Decora (Pavoni Italia): Italian cake decorating and home baking supplies brand offering sugar paste, sprinkles, colorings, and tools across Southern Europe. Comparable on product mix and home-baker target, with primary regional strength in Italy and Iberia.
Emerging players
- Sosa Ingredients: Spanish specialty baking ingredients producer offering flavors, colorings, decorations, and inclusions to professional and prosumer bakers. Comparable product portfolio (flavors, decorations, functional baking ingredients) with overlap on FunCakes' specialty dietary range.
Others
- Hobbycraft: UK arts, crafts, and baking hobby retailer that stocks FunCakes products. Comparable as a key retail channel partner for the home baking category rather than a direct product competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
FunCakes social profiles
Digital presenceFunCakes financial estimates
Financial estimateRevenue estimate
Valuation estimate
FunCakes leadership team
Management profileNumber of profiles
FunCakes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FunCakes 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 FunCakes
What does FunCakes do?
FunCakes manufactures and sells a comprehensive range of branded baking ingredients and cake decorating products for home bakers, including baking mixes, sugar paste, marzipan, food colourings, sprinkles, Belgian chocolate decorations, flavour pastes, baking cups, cake boards, boxes, and stands. The brand also provides a multilingual recipe portal, quantity calculator, and influencer/community content to support product use. Distribution is handled through CakeSupplies and Cake Craft Group wholesalers plus its own e-commerce site.
Is FunCakes a public or private company?
FunCakes is a private company. It is classified as corporate owned and is currently operating.
When was FunCakes founded?
FunCakes was founded in -1. It employs 1 to 10 people.
Where is FunCakes based?
FunCakes is headquartered in Amsterdam, Netherlands, in the Europe region.
How does FunCakes make money?
Two revenue lines are on record. Baking products sales are the primary driver. The others are E-commerce / D2C.
Who are FunCakes's main competitors?
Direct peers on record are PME Cake, Cake Craft World, Wilton Brands, Rainbow Dust Colours and Renshaw (Renshaw Bakehouse). Broad incumbents are Betty Crocker and Dr. Oetker (parent company's retail baking line). Decora (Pavoni Italia) is listed as a regional player. Sosa Ingredients is listed as an emerging player. Hobbycraft is listed as an others.
Does FunCakes have an API?
No public API is recorded for FunCakes.
What industry is FunCakes in?
FunCakes's product category is Baking Ingredients and Cake Decorating Products. Its primary akta.pro industry code is CRADAAAD, Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin), with a secondary code of CRADABAN, Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting). Its NAICS code is 3113 and its SIC code is 2000.