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Baking giant Dr. Oetker acquires family business Cake Craft World

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Dr. Oetker acquires specialist baking business Cake Craft World for the company’s ability to adapt to the 21st century and turn its cake shop into an online brand, in a deal advised by BCMS.

Established in 1989 in a small shop in Bromley, Cake Craft World is a family-business born to make cakes and sell cake decorating products. Following successful growth, in 2003 the business took the bold step and ceased baking cakes and focused on selling cake decorations from an online store. It is now the UK’s leading cake decorating and sugar craft store.

The ethos of ‘Our ideas, your creations’ is the basis of the whole business, through the website and the shop. Through tutorials, videos and over 10,000 products in the online store, the company encourages customers to have the confidence to create amazing cakes. Cake Craft World also has a responsive customer service support team to help customers along the way.

Established over 100 years ago in Germany, Bielefeld, Dr. Oetker has developed through its core values; trust, sustainability and credibility. The company are now one of the most trusted food brands internationally with over 400 different products ranging from baking goods, baking mixes, dessert powders, muesli products and frozen pizzas. Outside Europe, Dr. Oetker operates in Canada, USA, Brazil, Tunisia and South Africa as well as India, China, Malaysia and Australia.

“We are excited to be investing into such a successful, specialist baking business with a relevant online presence for hobby and semi-professional bakers alike” explain Dr. Johannes Rosenthal and Georg Parsbo, UK managing directors for Dr. Oetker.

“Our vision, in partnership with the current management team, is to encourage and enable the sustained growth of Cake Craft World and to further develop its unique and trusted identity.

“Dr. Oetker can absolutely learn from such an incredible talented baking community.  We intend to become more nimble, particularly when it comes to identifying the latest trends and techniques. By sharing expertise and knowledge, we want to create more and more cake moments for more and more consumers in line with our Dr. Oetker strategy.”

Cake Craft World Founding Managing Director, Linda Glaysher commented: “We’re a business that’s been passionate about baking for over 30 years. The support being offered by Dr. Oetker will enable us to quickly develop and grow. We will become even better at developing baking trends, sourcing and supplying the latest products and brands and, showcasing the latest techniques - producing even more premium content for our loyal base of bakers.”

The price and terms of the Cake Craft World acquisition remain undisclosed.

BCMS Lead Advisor, Luke Rebbettes said: “Dr. Oetker was the ideal buyer for Cake Craft World given the synergy between the businesses. Cake Craft World can now fully focus on leading trends in product development and its outstanding customer engagement. It is a brand-new chapter for Cake Craft and we wish both companies the best of luck for the future.”


Steve Murphy's picture
Posted Oct 2019
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