Real Good Food, the UK bakery and ingredients company, has set up a US-based subsidiary in a bid to expand its export business in the Americas.

Renshaw Americas will be located in Rockway in New Jersey. The office will initially employ a commercial team of four. It will first look to sell Real Good Food’s cake decorating products across the US and Canada before “eventually on a wider scale across the rest of the Americas”, the company said today (19 September).

Real Good Food said “important products” will include sugar paste, coverings and frostings from its Renshaw business in the UK, as well as the full range of Rainbow Dust Colours products.

Pieter Totté, Real Good Food’s executive chairman, said the cake decorating business accounted for 10% of the company’s sales and described the US and Canada as “very important markets” for the unit. “By establishing a permanent presence we believe there is scope for future growth and improved margins with operating efficiencies and better supply chain management. We can now ship in bulk quantity directly to a storage and distribution facility in an optimal location for onward distribution.  This leads to manufacturing efficiencies in our factories in the UK and ultimately better customer service and improved margins.”

“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.”

Real Good Food also announced it had renamed its European subsidiary Renshaw Europe. The Brussels-based unit markets products across Europe.

“The rebranding is a manifestation of our intention to grow the Renshaw brand internationally,” Totté said.