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New packaging and advertising planned for Mr Kipling, as Premier Foods promises cakes will be focus of 2014

Mr Kipling is set for a makeover and its trademark "exceedingly good cakes" slogan may be one of the first things to go, Premier Foods chief executive Gavin Darby has revealed.

“The cake category is our focus for 2014,” Darby told the Telegraph, but he was coy about whether the brand's famous slogan will remain: “Well, we’ll see. We’re on the verge of agreeing the TV commercial. That’s under wraps at this point, but this is the year of Mr Kipling.”

JWT is set to work on the ad campaign, and there will be new packaging to complement the advertising.

Darby suggested that Mr Kipling has been a “casualty of Premier having no money…we’ve invested almost nothing in advertising and very little in new product development.”

Having described the cake market as a £1bn sector, Premier Foods also revealed that there will be a £20m doubling of its capacity to produce Mr Kipling snack packs.

This comes a week after Premier Foods revealed double digit growth in the ambient food range.

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