Acquiring Company
Truly
Acquired Company
Sugar and Crumbs
LudlowStockportManufacturingFood and BeverageRetailWholesaleFood and BeverageDescription
Truly has successfully completed the acquisition of Sugar and Crumbs, expanding its cake decoration portfolio. The deal will relocate Sugar and Crumbs' operations to Truly's headquarters in Ludlow. Both brands aim to create a seamless shopping experience while continuing to operate their respective websites.
Quick answer
Truly is acquiring Sugar and Crumbs, announced January 7, 2026. Truly is based in Ludlow, Shropshire, United Kingdom.
- How much did Truly pay for Sugar and Crumbs?
- The deal value was not disclosed.
- What does Truly do?
- Truly is a sprinkles supplier founded in 2010 by sisters Louise Gough and Niki Thompson.
- Where are Truly and Sugar and Crumbs based?
- Truly is based in Ludlow, Shropshire, United Kingdom. Sugar and Crumbs is based in Stockport, England, United Kingdom.
- Who are the decision-makers at Truly?
- Fundz holds 1 contact at Truly. Names and contact details are shown to Fundz members.
Source: Fundz verified event record.
Other recent acquisitions in Food and Beverage and Retail
Deals where the buyer or target shares a sector with this one, within 45 days, from Fundz verified event records.
- Greencore completes £1.2bn Bakkavor acquisition, $1.6B (January 16, 2026)
- The Fini Company acquires Tri D’Aix confectionery (February 5, 2026)
- Greencore acquires Bakkavor, enhancing growth potential (January 29, 2026)
- CBL Group acquires Indonesian coconut firm TJT (January 21, 2026)
- Mawana Sugars approves merger with Mawana Foods (February 21, 2026)
- Jollibee to acquire Shabu All Day for $87 million, $87M (February 20, 2026)
Who to call at Truly, and when
When Truly changes hands, the new owners review vendors, systems and leadership. That is when the door opens.
- An alert the day Truly raises, hires an executive or expands, scored against what you sell
- The decision-makers there, with verified emails
- Who you already know at Truly, from your own LinkedIn network
Works inside ChatGPT and Claude. Ask who to call at Truly. With Fundz connected, it knows.
AI made execution free. Knowing first is the whole game now.
Fundz sees it the moment Truly makes an acquisition, hires an exec or expands, usually minutes after it happens, and tells you who to reach.
Related People
Frequently asked
Who acquired Sugar and Crumbs?
Sugar and Crumbs was acquired by Truly, based in Ludlow. The deal was reported on January 7, 2026. Truly is a sprinkles supplier founded in 2010 by sisters Louise Gough and Niki Thompson. The company offers a wide variety of sprinkles and cake decoration products, stocking over 1,500 varieties. Truly is privately held and operates in Manufacturing.
When did Truly acquire Sugar and Crumbs?
Truly's acquisition of Sugar and Crumbs was reported on January 7, 2026. Truly has successfully completed the acquisition of Sugar and Crumbs, expanding its cake decoration portfolio. The deal will relocate Sugar and Crumbs' operations to Truly's headquarters in Ludlow. Fundz records the date the transaction was first publicly reported, sourced from filings and company announcements.
What does Sugar and Crumbs do?
Sugar and Crumbs is known for its innovative cake decorations and has built a strong online community. The brand has been a notable player in the baking sector. It has been respected by its peers in the industry for years. It is privately held, operating in Food and Beverage, and is based in Stockport.
This company was part of an acquisition. Fundz tracks who bought whom, and who to call on both sides.
145 of these a day, filtered to the companies you pick, with the decision-maker attached.
5 screens from a live account. No signup.