26 August 2014

Mr Kipling demonstrates ‘Life Is Better With Cake’ with significant investment over the next 12 months

Premier Foods is injecting £10m over the next 12 months into Britain’s best loved cake brand Mr. Kipling, to help attract new shoppers and drive growth in the Packaged Cake category.

  • Premier Foods is injecting a £10m investment into its famous cake brand Mr. Kipling, which  from the end of August, will launch a new campaign platform – ‘Life is better with cake’ 
  • Over the next 12 months a comprehensive marketing and promotional campaign will launch the brand’s new identity including a new TV ad and exclusive digital and licensing partnership with The X Factor.
  • A new packaging design will extend across the entire portfolio aligned with the  marketing activity giving a contemporary new look to Britain’s best loved cake brand


Premier Foods is injecting £10m over the next 12 months into Britain’s best loved cake brand Mr. Kipling,  to help attract new shoppers and  drive growth in the Packaged Cake category. In August, the brand will kick-off with a marketing and promotional campaign that is  centred around the campaign idea - ‘Life is better with cake’. This will be supported by a new packaging design across the entire existing portfolio, in addition to a new TV advertisement and media campaign that will be boosted by an exciting digital and licensing partnership with The X Factor.

Category Insights

The Packaged Cakes category is currently worth £952m per year and is currently growing at a conservative 0.4% a year . Mr. Kipling remains category leader, with a 16.4%  share of the market and boasting three of the top 10 SKUs, putting it in an ideal position to inject growth into a category that has remained fairly static in a very competitive market.

Jo Agnew, Marketing Controller for Mr. Kipling, says: “Our ‘Life is better with cake’ campaign idea came about following research which identified that, although price remains important, shoppers often have a strong emotional connection to sweet treat brands. The new, fully-integrated approach perfectly builds on this connection by linking consumers’ fond memories of the brand and the delight associated when enjoying cake.

“‘Life is better with cake’ represents the business’ biggest and most important campaign idea in recent years. As the no.1 in Packaged Cakes the campaign platform, coupled with a packaging refresh, puts us in the best position to reinvigorate the category and drive overall growth.”

‘Life is better with cake’

Mr. Kipling will celebrate the delight that cakes bring to shoppers by aligning both its product and marketing strategy with the central notion that ‘Life is better with cake’. Research, conducted by the brand team revealed that enjoyment and emotional appeal is central to making a purchase decision in the Sweet Treats category. The campaign will aim to prompt consumers to think more often and more evocatively about the positive feeling that eating cake can bring. The campaign platform will feature on the new advertising and promotional activity while Mr. Kipling will retain its famous ‘Exceedingly Good’ positioning on packaging.

TV Campaign

A brand new TV advert will launch onto the nation’s TVs on the 25th August, telling the story of an extraordinary friendship between a boy and his imaginary friend, a pink elephant. The new TV advert will engage with a wide audience and achieves the simple goal of capturing the delight between two companions, celebrating the joy of friendship through the sharing of a Mr. Kipling Angel Slice. The digitally led media campaign will be enhanced with a partnership with The X Factor, which will run from 30th August until the middle of December 2014. The campaign will also be complemented with an extensive digital media programme and a link up with Heart FM.

New Packaging

To accompany the launch of ‘Life is better with cake’, the entire existing portfolio of Mr. Kipling products will undergo a packaging refresh that will extend to the Christmas range. The new packaging will have a modern feel using an uplifting colour palate of pastel colours. The packs will deliver strong appetite appeal without feeling artificial and increase overall shelf appeal and visibility. The redesign will be launched using in-store support to build awareness, which will be enhanced by online social content that links both the TV ad and in-store activity. The new design will ensure the range is easy to navigate, re-inforce the quality of the cakes and help modernise the brand without alienating its loyal customers.
For the first time, the new packaging will also include colour coded nutrition (‘traffic light’) labelling on the front of pack to help people see at a glance the calories, fat, saturated fat, sugars and salt content of the product*.

Manufacturing Investment

The new campaign comes on the heels of the previously announced £20m new investment to double the manufacturing capacity of Mr. Kipling Snack Packs due to come onstream in 2015.  

- Ends –

For more information, please contact Amy Searle at Cirkle on 01494 680727 or at [email protected]

Notes to Editors:

*Premier Foods was one of the early adopters of the Government’s ‘hybrid’ front-of-pack nutrition labelling scheme in 2013, committing to introduce the new labelling across its branded portfolio. This forms part of a broader approach on nutrition which has seen the company remove artificial trans fats from all of its products and reduce salt levels across 600 different lines. The Company is also committed to reducing calories in its products wherever possible through reducing fat and sugar levels while giving consumers the quality and taste they demand.
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers. We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 16 sites from across the country.



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