Cake Decoration is a growing and global market with a spectrum of consumers from experts to beginners and a wide range of trade channels.
Cake Decoration profile 2015/2016
Sales revenue was slightly down on the previous year as Renshaw removed a manufacturing contract and Renshaw Europe lost a private label contract. Sales of Renshaw brand, however, grew as the company focused on developing its branded proposition. Export sales outside Europe showed strong growth.
At Rainbow Dust Colours, sales of Progel© food colouring and metallic food paints in particular showed good growth, both areas where we have clear product superiority. As the market matures opportunities are appearing in more mainstream retailers such as Hobbycraft and John Lewis.
The new focus on developing a global branded range will take shape during the course of 2016. A relaunch of the core sugarpaste range in upgraded packaging is already having a strong impact in the market as is the introduction of ‘Renshaw Extra’, a firmer and more elastic product designed for European tastes and also more effective in hotter climates.
Further significant product initiatives will be launched in early 2017. At Rainbow Dust Colours a number of major product initiatives are also in place; a relaunch of the ‘food art’ pens, an upgraded recipe on matt food paints and new multi-lingual packs on Progel©.
Cake Decoration includes the following businesses:
Renshaw manufacturers sugarpaste, marzipan, soft icings, mallows and caramels and sells across a broad range of sales channels: mainstream and specialist retail, wholesale, foodservice and food manufacturing as well as export.