According to the company, the decorative Icecraft Sugarpaste allows cake makers to produce a process-friendly, better tasting and more aesthetically pleasing finished product.
Icing sugar can pose problems for both manufacturers and consumers due to its difficult handling and unpleasant off-white colour. British Sugar is hoping that, with the more pliable and whiter Icecraft paste, cake makers will be able to cut down on the use of artificial whiteners and thereby reduce costs.
Product manager Paul Farrow said: "Last year we asked craft bakers and cake decorators what would the ideal sugarpaste be like. We listened, then set to work to produce our newest product."
British Sugar claim the paste is less oily and gritty than others currently available as well as being non-sticky and easy to apply without cracking. It can be used for modeling, crimping, frilling, moulding and embossing.
Product development manager Danny Johnson said: "Icecraft Sugarpaste provides the same functionality as other sugarpastes on the market. However, in independent expert tests, sugarpaste made with Icecraft icing sugar produced the whitest sugarpaste that was significantly smoother than those made from standard icing sugar."
The paste's main ingredient, Icecraft icing sugar, is specially milled to create the optimal particle size, it is also used for concentrates or as a raw material in recipes.
Icecraft Sugarpaste will be available from January of next year in ivory and natural white colours.