Renshaw targets international sales for cake decorating lines with new website

Renshaw: targeting international sales

Renshaw: targeting international sales

Renshaw, the cake decoration products manufacturer, is looking to expand internationally with the launch of a new e-commerce site this month (January 2013).

The website,, is described as a significant development for the Liverpool-based manufacturer, part of The Real Good Food Company; and forms part of the business’ long term strategy to develop the Renshaw brand globally as an expert in cake decorating.

Available at launch will be Renshaw’s complete range of Ready-to-Roll white and coloured icings, marzipan, Snip & Swirl, Simplymelt and unique Edible Icing Ribbon. Products will be delivered within two to three days ensuring bakers have all that they need, when they need it, the company claims. Further products are planned throughout 2013.

According to the company, is more than just a trading site. It will also include a recipe section, links to the brand’s hugely popular Twitter and Facebook platforms, and in time, an online baking scrapbook.

Future integration of with Pinterest is planned and a dedicated app is in the pipeline.

The launch of the e-commerce platform coincides with the reveal of a new brand identity for the £46m business, which draws on the company’s credentials.

Another key equity for the company, which has over 100 years’ heritage supplying the trade, is the privilege of being a Royal Warrant grantee. Awarded to the manufacturer in 1950 in the reign of King George VI for its nut product, the warrant is only a small number granted to UK food manufacturers.

The new identity will feature on all products and marketing materials as this major rebranding exercise unfolds in the course of early 2013.

Renshaw commercial director, Sarah Summers, said: “Renshaw has an unrivalled heritage and expertise in baking and decoration ingredients and components. It is an incredibly strong brand in the UK bakery and sugarcraft trade sectors. We now have the opportunity to bring our products and the Renshaw brand to a rapidly-growing international audience. Our target audience will continue to be the highly-skilled ‘pro-am’ decorator, but we also now see a huge interest among aspirational bakers and cake decorators.  

“A number of new innovative products have already been launched and we intend to further broaden our product range to cater for an increasingly sophisticated and skilled audience.  Our new identity has been created to bolster the company’s heritage and authority but also to convey a strong sense of modernity and accessibility to co-incide with the brand’s move into online and international sales.”

An integrated marketing campaign incorporating press, PR, social media and direct marketing activity will support the launch spearheaded by the business’ PR and digital agency, Rule 5.