Sugar brand Whitworths has unveiled a new website, designed by Leahy Brand Design and built by Them, with the aim of encouraging the trend in home baking.
The website aims to bring to life the new ‘Whitworths for Baking’ range of sugars, and allows users to search recipes based on products or occasions and events.
Tim Leahy, managing director of Leahy Brand Design, said: “We’d seen how many branded ingredients companies in home-baking tend to covertly create sites that appear to be created by celebrity chefs or magazines. They can be too recipe dominated, cluttered, busy and confusing. Whitworths Sugar’s whole brand story is about helping home bakers find inspiration and surprising them with good little ideas.
“With the recent launch of the helpful range of sugars for baking, our design team wanted to create a site with the Whitworths Sugar brand as hero.”
Susan Anderson, marketing manager at Whitworths, added: “We are delighted to launch the new Whitworths Sugar website. Baking is enjoying a huge resurgence in the UK and we see a great opportunity to grow and innovate within the sugar category. LBD’s design for both our packaging and this new website, helps to give our consumers truly inspirational ideas for baking, whilst spreading a bit of happiness and has told our own brand story beautifully.”