Member Article

Publicly-listed cake decorator eyeing North American expansion

London-based cake decorating company Real Good Food plc has announced a wholesale rebrand as it embarks on an ambitious expansion in the US and Canada.

The Tower Hamlets cake manufacturer has established a new subsidiary called Renshaw Americas which will be based out of a 18,750 sq ft warehousing facility in New Jersey which the firm has secured on a new five year lease.

Acting as a sales and distribution hub for its North American business, the cake brand said it would employ an initial commercial team of four people at the Rockway facility, initially targeting Canada and the US before expanding south to the rest of the Americas.

Pieter Totté, Executive Chairman Real Good Food said that the Americas are already an important market for the company, accounting for around 10% of their current export sales, and that a permanent presence on the continent presents a number of cost efficiencies and supply chain improvements.

He added: “With an established presence we also see the opportunity to broaden our customer base and in particular we are excited about the growth opportunity for sugar paste, as opposed to soft icing, as this market is largely underdeveloped across the Americas.”

For consistency, and to reflect the business’ renewed focus on international expansion, Real Good Food have also announced that its European division has been rebranded as Crenshaw Europe.

Based out of Brussels, the cake decorating company said that the newly rebranded European wing would serve to promote its current product range and provide specific products tailored to relevant markets.

Mr Totté described the group’s new European branding as ‘a manifestation of [the group’s] intention to grow the Renshaw brand internationally’.