UK-based sugarcraft brand Renshaw is to debut a new cake decorating range, aimed at novice home bakers.
Consisting of 11 SKUs, the Simply Create collection will feature on-pack recipes and decorating instructions when it launches in Booths this week.
The move comes on the back of research conducted by the company last year, which found almost half of the 3,700 people surveyed wanted to improve their piping skills, while 81% opted for frosting when decorating their cakes.
The range comprises:
- Frosting in chocolate, white chocolate and caramel flavours, which can be mixed straight from the tub
- Luxury Belgian chocolate ganache, containing 70% cocoa solids for glazing or use as a filling, whipped frosting or for truffles
- Pour Over Icing in chocolate, vanilla, caramel and Sicilian lemon
- Ready to Roll Fondant Icing in chocolate, white chocolate and caramel.
Renshaw marketing head Chris Hall said a third of those polled wanted to “master the art of glazing”.
“Upskilling has become a huge trend,” he explained. “Consumers who aren’t experts are often nervous about trying new skills, so we decided to bring a new range to the market.
“The idea behind Simply Create is to give consumers a shortcut to confidence and creativity in the kitchen.
“We think there is a gap in the market for an exceptional-tasting British brand, backed by over a century of cake-decorating expertise.”