News
New Renshaw branding unveiled after acquisition by British Bakels
Moving forward, the British manufacturer of fondant icings, marzipan and other cake decorating and baking ingredients will trade under the name Renshaw By Bakels, an identity which British Bakels believes “highlights the combined expertise from the two businesses that spans over 250 years”.
As part of the rebrand, a new website is due to be unveiled this summer, while British Bakels plans to invest in marketing activity such as PR and digital activations.
Established in 1898, Renshaw by Bakels will continue to operate through its BRC-accredited production facility in Liverpool, from where it delivers ingredients 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 by Bakels products being milled on site to ensure exacting brand and product standards.
Commenting on the brand relaunch, Renshaw by Bakels marketing manager Hannah Kennedy said: “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.”
British Bakels, which is part of the Bakels Group Worldwide, manufactures and distributes a wide range of bakery ingredients to the commercial bakery market, with the group’s digital marketing manager Michael Schofield describing it as a please to welcome Renshaw into the “family”.
Schofield continued: “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.”
In other news, a mushroom producer has been fined £73,333 after an employee’s leg became trapped in a machine and was later amputated.
