Welcome to Sugar and Crumbs — the home of naturally flavoured icing sugars and our award-winning baking mix, Whipping It Up!
Sugar and Crumbs joined the Truly (UK) Ltd family in 2025. We are a family business based in Ludlow, Shropshire. Truly (UK) Ltd stocks a wide range of sprinkles, cake decorations and cupcake cases, and is proud to manufacture natural ingredients into beautifully flavoured icing sugars and our celebrated Whipping It Up! mix — perfect for meringues, Swiss Meringue Buttercream, macarons, royal icing and so much more.
Our team is dedicated to making your shopping experience as enjoyable as baking itself. Sugar and Crumbs is more than an online retailer — we are a community of bakers who care deeply about quality, creativity and exceptional customer service.
We bring new, innovative products to market regularly, using only the finest natural ingredients. With years of successful operation, thousands of happy customers, and a 5-star rating for both products and service, quality is at the heart of everything we do.
Delivering premium products, exceptional service, and a joyful shopping experience with all the cakey love possible.
