Renshaw revives, stronger than ever

British cake decorating and baking ingredients Renshaw is set for a strong future following its acquisition by British Bakels last year. A new look and feel for the brand reflects a new concept, ‘Renshaw by Bakels’, which highlights the combined expertise from two companies that spans over 250 years.

Established in 1898, Renshaw has provided cake decorators with solutions for generations – which is expected to continue into the future. 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 activities.

“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,” said Hannah Kennedy, Marketing Manager for Renshaw by Bakels.

“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,” added Michael Schofield, Group Digital Marketing Manager for British Bakels.

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, bakeries, general wholesalers, major retailers and food manufacturers.

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

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