Established in 2006, Cake Décor is a leading retail focused manufacturer of cake decorations and toppings serving the full home baking market, from the convenience baker to the professional cake maker. For All Baking is the online retail channel of the group.
Founded by Managing Director Bill Donnelly, the business has built a strong reputation in the market for quality, leading product innovation and the highest levels of customer service.
We had developed a strong relationship with Cake Décor over a number of years, developing a robust understanding of the business and the founders’ key priorities ahead of a sale process. There had been significant investment in manufacturing capability and careful development of the brand in recent years and it was crucial to find an acquirer who recognised the value of this and who possessed the necessary market reach and expertise to unlock the full potential of the business on a global stage moving forward.
Orkla ASA were a business we knew had a strong strategic interest in this area and so we sought early discussions, taking time to present the business story and key value drivers to the principals of Orkla.
Our extensive deal and sector expertise were critical in ensuring that the offer accepted reflected the full value of the business and brand.
Crucial to delivering a strong outcome for the shareholders was our close hands-on approach throughout the process, specifically in relation to financial analysis, the due diligence process and deal negotiations, which removed much of the burden associated with selling a business and allowed the founders to continue focusing on driving growth in the business.
Grant Thornton provided a fantastic service, with full planning, direction and support throughout the entire sale process. I am more than satisfied with the process and the outcome.
Bill Donnelly Managing Director, Cake Décor Limited, For All Baking Limited
