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Mr Kipling
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{{Short description|British brand of cakes and baked goods}} {{about|the cake brand|the lizard|Frank (lizard)}} {{More citations needed|date=August 2009}} {{Use dmy dates|date=December 2017}} {{Infobox Brand |logo= Mr Kipling logo.png |name=Mr Kipling |image=Mr Kipling french fancy (14142526369).jpg |caption= A pink Mr Kipling French Fancy cake |type=[[Cake]]s |currentowner=[[Premier Foods]] |origin=United Kingdom |introduced=1967 |discontinued= |related= |markets=UK and Ireland |previousowners= Joseph Marassery (RHM) |trademarkregistrations= |website={{URL|mrkipling.co.uk}} }} '''Mr Kipling''' is a [[brand]] of [[cake]]s, [[pie]]s and baked goods made in [[Carlton, South Yorkshire]] and Stoke-on-Trent, and marketed in the United Kingdom, Ireland, Australia and North America. It was introduced in May 1967 (at a time when cakes were more often bought from [[bakery|local bakers]]), to sell cakes of a local baker's standard to [[supermarket]]s, and grew to become the United Kingdom's largest cake manufacturer by 1976.<ref name=press>Mr Kipling Press Information Pack. 2002</ref> Mr Kipling's Cakes were made by the RHM subsidiary known as Manor Bakeries Ltd. which also produced products under the [[J. Lyons and Co|Lyons]] and Cadbury names. The Cadbury cakes are produced under licence from [[Cadbury plc]], the owners of the brand name. ==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> == Products == Mr. Kipling's signature product range includes:<ref>{{Cite web|title=SIGNATURE COLLECTION|url=https://www.mrkipling.co.uk/our-ranges/signature-collection}}</ref> === Slices === * Almond slices * Carrot cake slices * Angel slices * Lemon layered slices * Bakewell slices * Chocolate slices * Country slices * Unicorn slices * Trifle tarts (since 1990) * Victoria slices * Banana (minion) slices === Pies and Tarts === * Bramley apple & blackcurrant pies * Bramley apple pies * Mini fruit pie selections * Cherry bakewells * Mini bakewells selections * Jam tarts * Mini sponge tart selections === Goodies === * French fancies * Lemon fancies === Biscuits === * Viennese whirls === Cakes === * Manor house cake * Battenberg * Mini battenbergs ==French Fancies {{anchor|French Fancy}}== Mr Kipling French Fancies are small [[sponge cake]]s, topped with a hemisphere of vegetable-oil "[[buttercream]]". The cakes are coated with [[fondant icing]], with several varieties drizzled with a second colour. Standard varieties are pink ("vanilla") with white drizzle, yellow ("lemon") with brown drizzle, and brown (chocolate) with dark brown drizzle.<ref>{{cite web |url=http://www.bestofbritish.com.au/d254-163/mr-kipling-8-french-fancies |title=Mr Kipling 8 French Fancies - Cakes - Grocery - Best of British Perth |website=Bestofbritish.com.au |year=2012 |access-date=17 March 2012 |archive-date=27 March 2012 |archive-url=https://web.archive.org/web/20120327185326/http://www.bestofbritish.com.au/d254-163/mr-kipling-8-french-fancies |url-status=dead }}</ref> While cocoa is cited in the ingredients list, strawberry and lemon are not. The cakes are 30% sugar.<ref>{{cite web|url=http://www.mrkipling.co.uk/range/small-cakes/ |title=Small Cakes | Mr Kipling |access-date=24 October 2012 |url-status=dead |archive-url=https://web.archive.org/web/20121020014922/http://www.mrkipling.co.uk/range/small-cakes |archive-date=20 October 2012 }}</ref><!-- the 59.5% comes from 2012 packaging; the web page shows 59.3% --> French Fancies were among the 20 varieties of cake that were part of the initial Mr Kipling launch in 1967.<ref name=press/> In September 2008, Mr Kipling announced the Big French Fancy, a large cake which can be sliced into portions. A limited edition appeared in 2012, renamed British Fancies, containing cakes in red, white and blue.<ref>{{cite web|url=http://www.talkingretail.com/products/product-news/10533-mr-kipling-introduces-big-french-fancy.html |title=Mr Kipling introduces Big French Fancy |access-date=17 March 2012 |url-status=dead |archive-url=https://web.archive.org/web/20100822135136/http://www.talkingretail.com/products/product-news/10533-mr-kipling-introduces-big-french-fancy.html |archive-date=22 August 2010 }}</ref> Supermarket and home-made copies are called Fondant Fancies. ==See also== * [[Petit four]], small bite-sized cakes ==References== {{Reflist|30em}} ==External links== *{{official website|http://www.mrkipling.co.uk}} *[https://www.premierfoods.co.uk Premier Foods website] {{British pies}} {{Pies}} [[Category:Bakeries of the United Kingdom]] [[Category:Food brands of the United Kingdom]] [[Category:British pie brands]] [[Category:Food and drink companies established in 1967]] [[Category:English cuisine]] [[Category:Food manufacturers of the United Kingdom]] [[Category:Premier Foods brands]] [[Category:1967 establishments in England]]
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