About Us

Mr Kipling knows that sometimes it’s the smallest things, that can have the greatest meaning - like an exceedingly good cake from Mr Kipling.


Balanced Snacking

Mr Kipling has always been one for a treat (it’s why he bakes, after all). But he’s just as keen for you to know what’s in his cakes, so you and your family can enjoy them as part of a healthy, balanced diet.

SUGAR MAKES CAKES

Sugar plays an important role in any cake recipe. Without the inclusion of sugar, a cake would be bland and uninspired in relation to flavour but also be pale in colour, squatty and dense with no fluffiness. Sugar's effects on cake are quite diverse. Hence the sugar helps to create soft sponge, fluffy muffins, golden pastry, crisp cookies and crumbly shortcake biscuit. Not to mention the sweet glacé on top of our famous Cherry Bakewell. But like Mr Kipling says, when it comes to cake and sugar, size matters. For this reason, we have nutrition policy in place ensuring an appropriate sugar content per portion.

CAKES AND A BALANCED DIET

The secret to living a healthy and happy life is to eat well every day and stay active. Eating well means you have meals during the day that contains a good balance of important nutrients as this can allow you to fit in a sweet treat now and then without impacting your health.

THE EATWELL GUIDE

The Eatwell Guide is the Government’s way of helping you get the balance in your diet just right. It shows you the types of foods you should eat lots of, and those (like our cakes, pies and tarts) you should enjoy as a treat or small snack.

SMART SNACKING

We love chatting to the people who love our cakes. And it’s especially interesting to hear about their snacking habits. It might sound familiar to you, but most people snack because they want an energy boost or a rewarding treat.

And while having a little something sweet every now and then is okay, it’s important to be smart about the portion.

TRAFFIC LIGHT LABELLING

Finding out exactly what’s in each and every one of Mr Kipling’s treats is a piece of cake. We’ve signed up to the UK Government Voluntary Traffic Light Front of Pack Labelling Scheme to help you make more informed choices. That means every pack has a label which allows you to check, compare and choose the right snack or treat for your family. Overall, the things you want to watch out for when you’re choosing a snack are:

Energy (measured in kcal), Fat (measured in grams), Saturated fat (measured in grams), Sugar (measured in grams) and Salt (measured in grams)

 

Use the traffic light labelling on front of Mr Kipling’s packs to see quickly whether a product is high (red), medium (amber) or low (green) in fat, saturated fat, sugar and salt. It's best to pick a snack that has no more than 250 calories. And to try and incorporate a piece of fruit with it too.

Since our snack pack slices are individually wrapped, it also helps you to eat just one. They are all less than 150 calories per slice, and some are less than 140 calories. Our French Fancies have even fewer calories – they’re just 107 calories per cake.