British Sugar’s Celebration Sugar is proving a big success with bakers and other manufacturers who want a top quality fondant icing, produced in a more efficient way than traditional icing sugar.  To ensure its customers are aware of Celebration’s unique benefits, British Sugar is working closely with national wholesaler, BFP Wholesale.

The partnership has already borne fruit with frozen dessert maker Maynard Scotts.  “We have a very good working relationship with Maynard Scotts,” said Jamie Anderson, General Manager of BFP Wholesale, Highbridge in Somerset.  “British Sugar made sure we had all the necessary technical help to promote the benefits of Celebration Sugar.  The team were very pro-active in working with us and Maynard Scotts to get the Celebration project off the ground.”

Maynard Scotts, based in Taunton, is the leading supplier of gateaux, patisserie and confectionery to the food service sector.  “We aim to make the best fondant icing in the most efficient way,” said Maynard Scotts’ ingredient buyer, Tony Roberts.  “We use Celebration Icing Sugar predominantly in our fudge icing.  It gives a finer, silkier finish to fudge icing. It gives a finer, silkier finish to fudge icing than its competition.”

The benefits Tony Roberts describes comes from the product having an average particle size of 11 microns, half that of other milled sugars.  “We consider it a better product in our applications because of its smooth texture and we can have ready-to-use fondant in just ten minutes – far quicker than traditional icing sugar.  Celebration stores well too  -  fondant made with Celebration doesn’t melt in summer or go hard in winter,” said Tony.

BFP Wholesale has been delighted by its success with Celebration.  “We have a number of bakeries experimenting with it,” said Jamie Anderson.  “The experience we’ve had with Maynard Scotts has given us the confidence to go out and sell Celebration Sugar, knowing we can get all the help we need from British Sugar’s technical team.”