Renshaw re-energised: backed by British Bakels for future growth

Renshaw, the established British producer of specialist baking ingredients, including fondant icings and marzipan, is embarking on a period of sustained growth following its acquisition by British Bakels last year.

The integration has culminated in a refined brand identity, operating under the banner Renshaw By Bakels. This new concept is designed to leverage the combined manufacturing expertise and market knowledge of both businesses, which collectively span over 250 years in the food industry.

Established in 1898, Renshaw has long been a benchmark brand for high-quality cake decorating ingredients. Under the new ownership, production will continue at its BRC-accredited facility in Liverpool, which currently produces approximately 20,000 tonnes of finished product annually. A key quality control measure involves milling all necessary sugar on-site, ensuring precise product standards for its extensive portfolio.

The company is strategically focusing on the future with ongoing investment in its B2B supply chain, delivering ingredients in various pack sizes to specialist sugar craft shops, bakery and general wholesalers, major grocery retailers, and food manufacturers.

“It’s been a pleasure welcoming Renshaw into the British Bakels family,” commented Michael Schofield, group digital marketing manager for British Bakels. “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.”

The brand refresh is accompanied by significant market investment. A new website is scheduled for unveiling in early summer, complementing continued allocation of resources throughout the year for digital and public relations activities.

In a move to reinforce its position as a trusted source of product innovation, Renshaw By Bakels will serve as a headline sponsor for Cake International 2024 this November.

Hannah Kennedy, marketing manager for Renshaw by Bakels, stated: “We’re delighted to be back on our feet and planning for an incredibly exciting future. Now we are Renshaw by Bakels, we have even more to offer, whether you’re a professional or home baker.”