Mr Kipling gains a foothold on the younger market

I did a mini focus group, about the Mr Kipling packaging redesign, with my four-year-old son. He loves cake. In-store, the new style Mr Kipling Mini Battenberg pack worked for him. ‘Why that one?’ I asked.

‘I like the nice smooth sides and the pink bits,’ he says, pointing to the product shot in the middle of the pack. At home, we review old and new.

‘Err…what’s that? …is it a chocolate biscuit?’

‘No, it’s a cherry bakewell.’

‘You can’t see it – it’s all wrong.’

He grabs the Battenberg. So I guess the new redesign is all down to the packaging.

Mark Smith, Director, Marksmith Design, London E17

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