Renshaw has unveiled a new brand identity, to coincide with the launch of its new e-commerce site later this month.

The Liverpool-based manufacturer, part of The Real Good Food Company, said its new look draws on the company’s credentials, which includes more than 100 years’ supplying the trade, and being a Royal Warrant grantee.

It will be rolled out to all products and marketing materials as part of a major rebranding exercise in early 2013.

The new site - - will provide a direct channel to UK businesses as well as home bakers, said Renshaw, and forms part of its international expansion plan.

Products available at the launch will be Renshaw’s complete range of ready-to-roll white and coloured icings, marzipan, Snip & Swirl, Simplymelt and unique Edible Icing Ribbon, with additional products planned throughout the year.

It will also feature an extensive recipe section, with links to the brand’s Twitter and Facebook platforms, and there are plans to launch an online baking scrapbook.

Renshaw, which produces more than 70% of the UK’s marzipan, sugarpaste and soft icings, said the new site was “a significant development in the business’ long-term strategy to develop the Renshaw brand globally as an expert in cake decorating”.

Sarah Summers, commercial director, Renshaw, said: “Renshaw has an unrivalled heritage and expertise in baking and decoration ingredients and components.

“We now have the opportunity to bring our products and the Renshaw brand to a rapidly-growing international audience. Our target audience will continue to be the highly-skilled ‘pro-am’ decorator, but we also now see a huge interest among aspirational bakers and cake decorators.”

She said Renshaw was looking to broaden its product range to cater for an increasingly sophisticated and skilled audience.

The website will officially launch on 22 January.