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Mr Kipling is a brand of cakes, pies and baked goods made in Carlton, South Yorkshire and Stoke-on-Trent, and marketed in the United Kingdom, Ireland, Australia and North America. Mr Kipling’s Cakes were made by the RHM subsidiary known as Manor Bakeries Ltd. The Cadbury cakes are produced under licence from Cadbury plc, the owners of the brand name. The brand was launched in 1967 and included 20 products sold in premium boxes. Kipling, was invented for marketing purposes. With advertising using the phrase “exceedingly good cakes”, and television adverts which originally featured the voice of 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.
Varieties of single-serving and individually wrapped cakes have also been marketed. In the early 2000s, the Mr Kipling brand moved away from its familiar design, and, for about a year, a modern logo, consisting of a red oval with “Mr Kipling” in a script font inside the oval, was used. The slogan was modified to simply read “Exceedingly Good” and the description of cakes on the back of the packaging was altered so that it no longer appeared as if it were written by Mr Kipling. It quickly became a top-seller for the brand.
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 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.
Mr Kipling French Fancies are small sponge cakes, topped with a hemisphere of vegetable-oil “buttercream”. The cakes are coated with fondant icing, with several varieties drizzled with a second colour. Whereas cocoa is cited in the ingredients list, strawberry and lemon are not. French Fancies were among the 20 varieties of cake that were part of the initial Mr Kipling launch in 1967. In September 2008, Mr Kipling announced the Big French Fancy, a large cake which can be sliced into portions.