Renshaw announces its plans for the future following its acquisition by British Bakels last year 

Renshaw, the leading British manufacturer of fondant icings and marzipan, as well as a wide variety of other cake decorating and baking ingredients, is set for a strong future following its acquisition by British Bakels last year.

A refreshed look-and-feel for the brand reflects the new concept, Renshaw By Bakels, which highlights the combined expertise from the two businesses that spans over 250 years.

Established in 1898, Renshaw has been the go-to brand for cake decorators for generations – a tradition that is now set to continue for many more years to come.

As part of the rebrand, a new website is set to be unveiled in early summer, while investment will continue to be allocated throughout the year for marketing activity, including PR and digital activations.

Additionally, this November, Renshaw will be a headline sponsor for Cake International 2024. The show, which attracts thousands of cake decorating enthusiasts, provides a prime opportunity for Renshaw to continue establishing itself as the trusted brand for product innovation and inspiration.

Hannah Kennedy, Marketing Manager for Renshaw by Bakels, comments: “After the recent tumultuous times, we’re delighted to be back on our feet and planning for an incredibly exciting future. Being a headline sponsor for Cake International is a great opportunity, allowing us to showcase that we’re still the same brand everyone knows and loves – but with even more to offer now we are Renshaw by Bakels, whether you’re a professional or home baker.”

Michael Schofield, Group Digital Marketing Manager for British Bakels, adds: “It’s been a pleasure welcoming Renshaw into the British Bakels family. Not only because it’s such a well-respected brand, but because of the quality behind the products too and we look forward to supporting the future growth of Renshaw.”

Renshaw will continue to operate through its BRC-accredited production facility in Liverpool, to deliver ingredients, in a variety of pack sizes, to specialist sugar craft shops, bakery and general wholesalers – as well as major grocery retailers and food manufacturers.

The site produces approximately 20,000 tonnes of finished product in an average year, with all sugar used in Renshaw products being milled on site to ensure exacting brand and product standards.

British Bakels is part of the Bakels Group Worldwide, who manufacture and distribute a wide range of high-quality bakery ingredients to the commercial bakery market and employs 3,000 people across the globe.