‘Plastic cake’ criticism is a setback for pack design

I read with amazement and a touch of despair the letter from Nikki Gouldstone, which took a swing at the new Mr Kipling packaging.

I would expect a more educated argument from a brand consultant.

I found Gouldstone’s misinformed comments trite, depressing and insulting. With that attitude design will be dragged back 20 years!

I congratulate Turner Duckworth for dragging a tired visual brand out of the 1980s.

The new packaging viewed as a set on supermaket shelves is stunning! You can’t miss it. The level of brand consistency is excellent.

Mr Kipling has so much brand equity and quality, and it’s great that it has created such a confident strategy.

I’m sure all at Mr Kipling will be rather concerned with the ‘plastic cake honesty’ that Gouldstone rather unfortunately described the ‘preferred’ old packaging. With the current scrutiny of foods’ ingredients, any move away from less than wholesome products is surely in everyone’s interest.

Tim Riches, Mirror Image, Farnham, Surrey GU9 7DR