Home baking products supplier Renshaw is ramping up its international expansion efforts with a new e-commerce site and brand identity.

The Liverpool-based manufacturer, which is part of the The Real Good Food Company and claims to produce about 70% of the UK’s marzipan and soft icings, is launching the site as it looks to develop the Renshaw brand as a global expert in cake decorating.

Designed to give the company a direct channel to UK businesses and home bakers, the site is offering products including Renshaw’s range of ready-to-roll white and coloured icings, marzipan and edible icing ribbon.  The company said products would be delivered within two to three days.

Renshaw, which turned over £46m last year, has also unveiled a new brand identity that will appear on all products and marketing materials during  early 2013.

“Renshaw  is a strong brand in the UK bakery and sugarcraft trade sectors, and we now have the opportunity to bring our products and brand to a rapidly-growing international audience,” said Renshaw commercial director Sarah Summers. “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.”

The company said it intended to further broaden its product range to cater for an increasingly sophisticated and skilled audience.