Mr Kipling overhauls brand and packaging

Cake brand Mr Kipling has been rebranded by JKR as part of a major £10 million investment in the brand by Premier Foods.

Packaging featuring a new identity is hitting the shelves as a new ad campaign by JWT is screened, which features the positioning ‘Life is Better With Cake’.

A redrawn identity features the strapline ‘Exceedingly good’, which was expected to have been dropped. 

New look Mr Kipling packaging

Matthew Critchley, category marketing director of cake at Premier Foods says, ‘There were many rumours that Mr. Kipling was going to drop its “exceedingly good” end line.

‘We know how much the public loves the “exceedingly good” motto and we were never going to go against the Mr. Kipling ethos that has been part of national culture since 1967.’

New look Mr Kipling packaging

The entire Mr Kipling portfolio of products is undergoing a packaging refresh and has been given a ‘modern feel using an uplifting colour palette of pastel colours,’ according to Premier Foods.

They have been designed to give ‘strong appetite appeal without feeling artificial’ and to increase shelf visibility, according to Premier Foods.

New look Mr Kipling packaging

For the first time the packaging will feature colour-coded traffic light labeling on the front of packs so customers can see calorie, fat, saturated fat, salt and sugar content.

Hide Comments (4)Show Comments (4)
  • Mark Benham November 30, -0001 at 12:00 am

    So disappointing! Mr Kipling deserves better, much better. I can only assume the job was led by marketing bods and not designers.

  • Neville Godwin November 30, -0001 at 12:00 am

    Oh dear…. where is the sense of history, of warmth, of family, of comfort?

    I understand the need for a simple logo in these times of social media etc etc but the over simplification of the logo has thrown the baby out with the bath water!

  • sarah baskeyfield November 30, -0001 at 12:00 am

    I really dislike this, doesn’t portray the brand essence of mr kipping

  • Brigitte Halliday September 3, 2015 at 10:56 am

    I think the previous branding is so much stronger and more attractive, but what would I know – only 20 years in the design industry

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