Mr Kipling unveils Cake Bites and new ad campaign

Tapping into both the Sharing and Special Treat eating occasions, Mr Kipling Cake Bites are individually wrapped cakes designed to increase the brand’s family appeal and entice younger users to the £1bn ambient cakes category.

Rachel Pirt, Mr Kipling Senior Brand Manager says: “Mr Kipling is currently growing ahead of the market +7.1% year-on-year and our new Cake Bites are integral to continuing this.

“Cake is no longer about just about sitting down with a cup of tea, consumers are now enjoying more informal occasions in and out of home and have even less time for them. They want cakes to be worth it – visually appealing and yummy – which is exactly what Mr Kipling Cake Bites achieve.”

Available from June in three flavours – Caramel, Lemon and Strawberry & Vanilla – Cake Bites have an rrp of £2.49 per pack.

Each cardboard tub contains 15 individually wrapped Bites - an ideal number for sharing, while the outer packaging is modern and vibrant with a distinctive shape that is easy to pass round.

Mr Kipling on TV

Mr Kipling is also back on TV with a new 30-second brand ad kicking off in July.

The new campaign has a contemporary feel bringing to life the carefree light-hearted enjoyment of the Mr Kipling brand.

The ad takes us into the happy world of Mr Kipling where cakes blossom on hedges and bushes like flowers and features people picnicing in colourful fields of Kipling cake flowers finishing with an “Exceedingly Happy Cakes” end line.

Dan Ince, Head of Marketing for Mr Kipling says “Our new TV campaign brings to life the spirit of the Mr Kipling brand, showcasing our range in an accessible appealing way for our consumers.”

The brand campaign is complemented by a launch campaign for Mr Kipling Cake Bites on both TV and in press as part of a total media investment of £4.4m.

The Cake Bites ad follows the brand campaign with an “Exceedingly Happy Bitesize Cakes” endline and both ads feature an uplifting “Ha Ha Happy Day” music track.

On air throughout July, with a second burst in September, the 10-second ‘Exceedingly Happy Bitesize Cakes’ ad features a watering can watering a flower made from Kipling Cake Bites in idyllic countryside, followed by the three packs from the range.

Further support for the Cake Bites launch comes in the form of an integrated marketing campaign, spanning experiential and in-store sampling, extensive in-store merchandising and secondary displays to entice shoppers to the fixture and consumer PR.

Mr Kipling unveils a new look

June also sees Mr Kipling launch its redesigned packaging.

The new packaging has been developed to echo the carefree light-hearted enjoyment of Mr Kipling cakes as seen in the TV campaign while also increasing on shelf standout for the brand, appealing to new and occasional purchasers, while still resonating with existing, loyal consumers.

Rachel Pirt adds: “The ambient cake category continues to show consistent growth – now worth £1bn at +3.6%. The launch of Mr Kipling Cake Bites, the range redesign and new TV campaign will ensure this popular brand continues to be relevant to today’s consumers and further add value to the category for retailers.”