Tate & Lyle Sugars has engaged digital agency Maynard Malone to design and develop a new website, coinciding with the launch of its new Taste Experience range of sugars.
Created as a hub where consumers can be inspired by the new cane sugars the new website aims to take users on a ‘journey through the world of baking’. Recipes, food trends, and bakers’ blogs and videos are all included on the site which hopes to cater for both home bakers and real foodies.
“With the new website, the new look and feel for Tate & Lyle Sugars as a brand has stepped away from the traditional blue and white world of Tate & Lyle's white sugars, into a colourful vibrant brand that is visually stimulating and appetising,” explained Marion Bignone, brand manager at Tate & Lyle Sugars.
Tate & Lyle has also partnered with e-Tale to allow for customers to purchase directly from the site.
Maynard Malone creative director, Greg Holman, said the site has been designed to “encourage users to go online, find new recipes using the sugars and buy the products”.
He adds: “[The website] also provides all the help and support needed for people who love to bake.”
Tate & Lyle are also developing its social media presence building upon the ‘We Love Baking’ Facebook campaign with activity on Twitter and Pinterest.