Editing Mr Kipling (section)

==Branding==
The brand was created in the 1960s by [[Rank Hovis McDougall]], which wanted to boost cake sales and utilise a new bakery. The brand was  launched in 1967 and included 20 products sold in premium boxes. The name, Mr. Kipling, was invented for marketing purposes.<ref>{{Cite web|url=http://www.independent.co.uk/news/mr-kipling-makes-an-exceedingly-good-myth-1141110.html|title=Mr Kipling makes an exceedingly good myth|date=1998-01-27|website=The Independent|language=en|access-date=2020-03-27}}</ref>

With advertising using the phrase "exceedingly good cakes", and television adverts which originally featured the voice of actor [[James Hayter (actor)|James Hayter]], the brand had become the market leader in the United Kingdom by 1976, a position it still holds over forty years later.<ref>{{Cite web|url=https://www.gracesguide.co.uk/Mr_Kipling|title=Mr Kipling - Graces Guide|website=www.gracesguide.co.uk|access-date=2020-03-27}}</ref> Varieties of single-serving and individually wrapped cakes have also been marketed.

Around 2005, the manufacturers briefly experimented with another new logo and a striking pack design: pack-fronts simply consisting of the words "Mr Kipling", the name of the cake, and the phrase "Exceedingly good cakes" in a more formal, classic typeface; the only image of the cake on each pack-front was a close-up of one part of it, used as a background image for the entire pack. Around the same time, the write-ups on the back of their packaging once again purported to be written by the person of Mr Kipling. Shortly afterwards, however, the pack design and brand image wholeheartedly returned to its roots. The logo introduced at the time was very closely based on the original one, featuring a traditional-style font in a gold-edged shape, the packs feature images of the cake(s), and various product features and write-ups are featured on the pack-front. In 2009, the pack designs were slightly revamped, with more emphasis put on the name of each product; the write-ups on the back of the pack no longer purport to be written by Mr Kipling.{{citation needed|date=July 2022}}

Premier Foods also introduced what it termed 'Snap Pack' packaging (now renamed 'Snack Pack'), providing cakes in individually sealed plastic packs to keep them fresh. It quickly became a top-seller for the brand.<ref>{{cite news |url = http://www.wholesalenews.co.uk/news/archivestory.php/aid/5041/Individually_packaged_Mr_Kipling_slices_introduced_by_Premier_Foods.html |title = Individually packaged Mr Kipling slices introduced by Premier Foods |work = Wholesale News |access-date = 22 January 2014 |location = London |date = 11 July 2011 |url-status = dead |archive-url = https://archive.today/20140120170625/http://www.wholesalenews.co.uk/news/archivestory.php/aid/5041/Individually_packaged_Mr_Kipling_slices_introduced_by_Premier_Foods.html |archive-date = 20 January 2014 }}</ref>

In 2018, the brand redesigned their packaging for the North American and Australian markets. The new design aimed for a more contemporary and distinctive look to attract new customers, steering away from Mr. Kipling's heritage. However, Mr. Kipling's wordmark logo remained the same. Furthermore, the brand's UK slogan "exceedingly good cakes" was replaced with "make every day delicious" for the international market.<ref>{{Cite web|title=Mr Kipling ditches "heritage" in rebrand to attract international customers|url=https://www.designweek.co.uk/issues/8-14-october-2018/mr-kipling-ditches-heritage-rebrand-attract-international-customers/|date=10 October 2018|work=designweek.co.uk}}</ref>