[3][4] The three founding partners are Iain Millar, Michael Bhaskar and Nick Barreto.

[3] Bhaskar told The Guardian that the corporate goal is to bring the tools of traditional publishing: proofreading, editing, and working closely with authors together with improved design of the digital page to publish both fiction and non-fiction e-books.

[5] The new venture's chosen name, "Canelo", loosely translates as the Spanish word for cinnamon.

[6] According to British Airways' Business Life magazine, The Content Machine explains that the role of a publisher is: "to filter (curate the best), frame (choose the format) and amplify (spread the news about) content.

"[7] In 2024, Canelo was acquired by DK, part of Penguin Random House.