Renshaw’s e-commerce platform is part of a wider brand overhaul that will promote the brand’s British heritage internationally.

The manufacturer has primarily sold directly to businesses in the past. It has a modest consumer profile through limited distribution deals with Tesco and Sainsbury’s currently.

It is hoped the e-commerce platform will make the supplier more accessible to consumers when it launches later this month (22 January) as the business looks to expand internationally. The move will bring Renshaw, which is responsible for producing over 70% of the UK’s marzipan, sugarpaste and soft icings, into direct competition with established baking brands such as General Mills-owned brand Betty Crocker and own-label brands.

The company says the e-commerce platform will be more than “just a trading site.” It will include a recipe section, links to the brand’s Facebook and Twitter profiles, and in time an online baking scrapbook. Further integration with Pinterest is planned and a dedicated app is in development.

The retail push coincides with the introduction of a new brand identity for the manufacturer. It draws on the British company’s 100-year heritage as well its baking credentials as supplier to professional bakers. The brand refresh will be rolled out across all Renshaw products and marketing activity from the end of the month.

An integrated marketing campaign incorporating press, PR, social media and direct marketing activity will support the launch.

The Liverpool-based business, which exports 20 per cent of its products, says the investment also forms part of “long-term strategy” to grow the brand internationally.

Sarah Summers, commercial director for Renshaw, says: “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 amongst aspirational bakers and cake decorators.”

Last month, Betty Crocker overhauled its brand to introduce what it described as a “modern-retro” look for the brand.