Five much-loved brands, one platform behind them

Five brands, one small team

Silver Spoon is one of the best-known names in British baking. Alongside it sit Billington's, Allinson's, Askeys and Crusha, each with its own fans, its own look and its own story. Sugar, flour, ice cream, milkshakes. Every one needs its own site, its own personality and its own recipes.

The usual answer is five agencies, five codebases and five bills. Over time that means sites that drift apart, fixes made five times over and a brand team that is stuck waiting for developers just to change a headline.

Silver Spoon asked Kyan to find another way. One way of working, one place to manage content, but with every brand still looking and feeling like itself.

Built once, baked five ways

We designed a single React front end that every brand shares. Colours, type and tone change from brand to brand, but the structure underneath stays the same, so a fix or a new feature lands on all five sites at once.

Everything sits in Kentico, a headless CMS. Brand teams write recipes, update products and publish pages themselves. No tickets, no waiting.

Recipes have to be easy to find and easy to trust. Algolia powers fast recipe search, and reviews flow through a moderation tool we built in Rails, so brand teams approve every review before it goes live. Flockler pulls TikTok and Instagram posts onto each site, so the brands' best social content works harder in both places.

Still rising

Nearly a million bakers a year. That's 966k visitors making 1.6M visits and viewing 2.2M pages, all served from the one platform.

We rolled the shared template out across every brand, from homepages to product and contact pages. We've kept the platform growing with the brands ever since. New trade pages for Crusha and Askeys, recipe pages tuned for search and a move to Azure hosting that cut running costs. Because every brand shares the same foundations, each improvement is built once but benefits all five.