UK-based sugarcraft brand Renshaw Professional is continuing its overseas expansion with the opening of an Australian operation.
While the business has supplied leading Australian grocery retailers with own-label products for three to four years, the brand made its debut Down Under last month.
Renshaw has produced 18 lines specifically for the Australian market, and is using third-party warehousing and a dedicated sales resource to market the range.
The company has 30 cake decorators representing the brand across Australia, with products already featuring online on Cake TV, and more than 30 members of the Australian Cake Decorating Network visiting the Renshaw Academy in Liverpool to gain further knowledge on the products.
Dedicated digital media, competitions, trade shows and advertising will support the Australian roll-out.
The Renshaw brand launched into the US and Canada in 2016 and is using this experience as a blueprint for the Australian launch. Renshaw, which has a dedicated warehouse and offices just outside New York in Rockaway, New Jersey, has recently relaunched 45 lines in the US. The company said the activity has resulted in its highest-ever monthly US sales in November.
In the UK, the company launched eight new sugarpastes last month ahead of a global roll-out. The line-up includes Petal paste for fine detail, modelling paste, white chocolate modelling paste, milk chocolate modelling paste, and Extra for covering deep cakes. Three confectionery covering icings are being launched for the B2B market - caramel, white and milk chocolate.
In October, Renshaw owner Real Good Food reported a £5.5m annual profit from its Cake Decoration division.