Mr Kipling is a brand of cakes, pies and baked goods widely marketed in the United Kingdom and Ireland.
1967 At a time when cakes were more often bought from local bakers, the Rank Hovis McDougall company introduced cakes of a local baker's standard to supermarkets under the brand name Mr Kipling,
Mr Kiplings Cakes were made by the subsidiary known as Manor Bakeries Ltd. which also made products under the Lyon's and Cadbury names. The Cadbury cakes were produced under licence from Cadbury Schweppes plc the owners of the brand name.
The Mr Kipling brand name came from an Irish baker, Mr. Seamus Kipling who lived in London.
The company says, "Mr Kipling exists in the hearts and minds of Manor Bakeries' employees and all cake lovers, but not in fact as a real person. He was created over 30 years ago to represent the exceedingly good cakes the company was producing and now encapsulates everything the brand stands for, and personifies what is good about the company - its vision, its values and insistence on quality."
1976 With advertising featuring the phrase "exceedingly good cakes", the company had become the brand leader in the UK by 1976, a position it still holds 31 years later. Since then, the company has also marketed varieties of single-serving and individually wrapped cakes.
In the early 2000s Mr Kipling moved away from its traditional branding, and for about 1 year used a modern logo consisting of a red oval with "Mr Kipling" in a new font inside the oval. The slogan was modified to simply "Exceedingly Good" and the descriptions of cakes on the back of the packaging was altered so that it no longer appeared as if it were written by Mr Kipling.
However around 2005 the company briefly experimented with another new logo, before deciding to whole-heartedly return to its roots. The current logo is very closely based on the original one. The slogan "Exceedingly Good Cakes" is now back in use, and the write-ups on the back of their packaging once again is written in the person of Mr Kipling.
2007 Premier Foods acquired the trademark as part of its acquisition of Ranks Hovis McDougall.
See Also
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Sources of Information
- [3] Wikipedia
Certainly! The Mr Kipling brand is quite an intriguing story that intertwines both marketing innovation and the evolution of baked goods in the UK and Ireland. Let's delve into the concepts related to this article.
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Brand Marketing and Evolution: The Mr Kipling brand's inception in 1967 by Rank Hovis McDougall revolutionized the way cakes were marketed in the UK. At that time, local bakers were the primary source for cakes, but Mr Kipling cakes were introduced to supermarkets, raising the standard of cakes available for purchase.
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Manor Bakeries Ltd.: This was the subsidiary responsible for producing Mr Kipling cakes. They also manufactured products under other renowned names such as Lyons and Cadbury. The Cadbury cakes were produced under license from Cadbury Schweppes plc.
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Origin of Mr. Kipling: Contrary to popular belief, Mr. Kipling wasn't an actual person but a character created to embody the qualities of the company's cakes. The name derived from an Irish baker named Mr. Seamus Kipling, residing in London. The concept aimed to represent exceptional cake quality, embodying the company's vision, values, and commitment to excellence.
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"Exceedingly Good Cakes": The iconic advertising slogan that became synonymous with Mr Kipling was introduced in 1976. This catchy phrase contributed significantly to the brand becoming a leader in the UK and retaining that position for decades.
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Brand Evolution and Logos: Over time, Mr Kipling underwent various branding changes. In the early 2000s, the brand adopted a modern logo and altered its packaging descriptions. However, around 2005, there was a return to the original branding, emphasizing the traditional logo and reusing the "Exceedingly Good Cakes" slogan.
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Acquisition by Premier Foods: In 2007, Premier Foods acquired the Mr Kipling trademark as part of its acquisition of Rank Hovis McDougall, thereby solidifying its presence in the baked goods market.
This journey of Mr Kipling represents the dynamic nature of brand marketing strategies, the importance of consistent branding, and the evolution of consumer preferences in the baked goods industry.
