Creador no longer Bake(s) with Yen
When an eight-year hold ends with a tycoon-linked handover.
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Creador’s full exit from Bake with Yen (BWY) last August somehow slipped under the consumer-deals radar.
It capped an eight-year holding period that began in 2017 with a straightforward pitch.
That is, take a strong, trusted baking-supplies brand and scale it using the same playbook Creador has applied to mass-market winners such as Mr DIY and Eco-Shop.
The journey, however, ended rather differently.