3rd May 2022

Create Better Group becomes UK’s largest stockist of iconic baking brand Wilton

Create Better Group is celebrating another exciting development in what has already been a busy year. The Group is delighted to announce that they are now the UK’s largest stockist of Wilton, the popular baking and decorating brand well known for their high-quality tools and ingredients.

The Group is set to become home to approximately 400 lines from the brand, offering UK customers the widest possible range of products. Wilton was born in the USA back in 1929, and throughout the last century it has become synonymous with quality cake decorating. Developing educational courses, publishing a book collection, launching retail stores and creating countless innovative product lines over the years, Wilton is a baking powerhouse.

With the trend for American Cakes growing rapidly here in Britain, working with Wilton to bring these products to their customers was an incredible opportunity for Create Better Group.

Wilton’s Director of International Sales, Kathleen Schaefer, said: “We are thrilled to announce our partnership with Create Better Group and we stand by the company’s mantra that “together we CAN create better.” As a global leader in the baking and decorating category, Wilton will continue to expand its international footprint – with our consumer at the centre. Partnering with Create Better Group – a retailer in the UK market that stands at the forefront of the home baking and cake decorating industry – is a natural fit for our company. Wilton offers a diverse portfolio of baking equipment, ingredients and decorative supplies that is highly complementary to Create Better Group's retail arm, which services both consumers and industry wholesalers.”

The addition of this huge range ensures that Create Better Group are stocked with everything a creative cake maker could ever need. It’s a significant milestone in the expansion of the Group.

Jamie White, Head of Buying, commented: “Wilton is an iconic brand, with such a long, innovative and successful history. They have brought truly game changing products to the market, and it is always our aim here at CBG to bring our customers the best in the business. Being able to offer Wilton’s whole UK collection is a huge milestone for us, and we couldn’t be happier to share the news!”

The brand’s arrival supports Create Better Group’s aim to bring the best in the business to their collection. New products from Wilton are available to buy now from The Cake Cragt Group, Cake Decorating Co., Cake Stuff, Cake Craft World and Cake Craft Shop websites, with the full collection expected to be shoppable by summer 2022.