Mr Kipling introduces new packaging just 12 months after last redesign

Mr Kipling has introduced a new look across its cake range just 12 months after it worked with JKR on a rebrand.

The Premier Food-owned brand has worked with BrandOpus on the revamped design and brand identity, which has first been introduced on a new range of cakes. The rest of Mr Kipling's cake and biscuit products are set to be overhauled in the coming months.

The new design features a hand written Mr Kipling signature and various illustrations such as a kitchen table and a cake fork.

The sudden overhaul comes only 12 months after Premier Foods worked with JKR on an ad campaign and packaging makeover.

Phil Ellis, marketing director at Premier Foods said: “We have delved into the history of the brand with BrandOpus and rediscovered the core brand values. These have been reinstated to establish a strong, distinctive and ownable brand design that supports the insights around how consumers love to enjoy their cake moments.”

The launch of the new cake products, which include Fabulous Fancy, Delectable Whirls and Sharing Cakes, comes as Mr Kipling looks to ride on the wave of success the cake category is currently enjoying: the total UK cake market is up two per cent for the year ended August 2015.

The new look also aims to leverage the brand’s heritage and values of quality and craftsmanship that had been lost over time and embrace them in a way that is relevant going forward.

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