British Bakels has unveiled a new brand identity for cake decoration specialist Renshaw following its acquisition in December 2023.
The fondant icing and marzipan manufacturer will now be known as ‘Renshaw by Bakels’. Accompanied by a refreshed look and feel, the rebrand is said to highlight the combined expertise of the two businesses, which spans more than 250 years and sets Renshaw up for a ‘strong future’.
Renshaw was previously owned by Real Good Food (RGF), which had suffered a turbulent few years. It had been actioning a radical reform plan that included cutting more than 100 jobs and undertaking significant price resets, to turn things around.Things took a turn for the worse in late 2023 and RGF sold its Rainbow Dust Colours brand to the Albex Group for a cash consideration of £800,000 before appointing administrators a week later. Bakels snapped up Renshaw noting at the point of transfer that all staff at its BRC-accredited manufacturing site in Liverpool were retained.
Production for Renshaw continues at the Liverpool site from which ingredients are delivered to specialist sugar craft shops, bakery and general wholesalers, as well as major retailers and manufacturers. The site produces an average of 20,000 tonnes of finished product a year, with all sugar used in Renshaw goods being milled on site.
“After the recent tumultuous times, we’re delighted to be back on our feet and planning for an incredibly exciting future,” said Hannah Kennedy, marketing manager for Renshaw by Bakels. “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.”
As part of the rebrand, new packaging is being developed to reflect the ‘Renshaw by Bakels’ concept and this will begin to roll out over the coming months as existing stock is sold through. The Renshaw brand was previously refreshed in September 2022 with a new improved recipe to make it easier to knead, roll, and correct slight imperfections. At the time, RGF said the “just roll with it” rebrand was well received and product range rationalisation made choosing the right product easier for all users.
“It’s been a pleasure welcoming Renshaw into the British Bakels family,” added 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.
“We are currently evaluating the wider Renshaw range and looking at ways to utilise British Bakels’ expertise and portfolio of ingredients to complement and support the brand’s future growth.”
A new website is also set to launch in early summer while investment will continue to be allocated throughout the year for marketing activity. Renshaw is also lined up as a headline sponsor for Cake International 2024 – a consumer event focusing on the cake and cake decoration markets.
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