A brief history
In 1965, Rank Hovis McDougall (RHM), our parent company, began work on a brand new range of cake completely different from the competition. They had conducted research among 6000 housewives which revealed a distinct lack of choice within the packaged cake market. Of the limited products available, most were dull and unappetizing, mass-produced looking and de-personalised, with even less appealing packaging. There were other key manufacturers in the field, but each was seen as a specialist in areas other than premium packaged cake – Lyons was fast acquiring commodity status for whole cakes, and Cadbury and McVities were better know for their confectionary and biscuits respectively.
Having identified an opportunity in the market, several of the RHM bakeries were involved over the next two years in the creation of a unique range of cakes. The consistent programme of product development was matched by the installation of new and modern plants in the bakeries – for the concept demanded not only expertise in the manufacture of cakes, but that they had to be delivered in the best and most colourful packaging the market had ever seen.
1967 to the present day
By 1967 the total cake market was worth 150million and average annual spend per head was £30.00. Although cake was as popular as ever, traditional corner shops and village bakeries were on decline, with the supermarkets and grocery stores accounting for an ever increasing percentage of packaged goods sales. The market was just right for the new range of packaged cake products which carried the same stamp of quality, integrity and expertise that local bakers had provided, but in a more modern and convenient format.
In May 1967 – Mr Kipling was born – launched in London and the Southern regions, the brand became full national by 1970. Within one year of going national there was an 89% awareness of the brand and by 1976 Mr Kipling was brand leader.
The initial rage of 20 Mr Kipling products was based on the traditional bakers fayre packaged in colourful, premium boxes with handles for carrying home. The range featured popular favourites, which are still strong today such as French Fancies, Manor House Cake, Battenberg and Almond Slices.
Today the tasty selection includes Fruit Pies, Jam Tarts, various slices, Cherry Bakewells, Mini Sponge Cakes, Mini Battenbergs and Mr Kipling Cake Bites - individually wrapped bitesize cakes that are perfect for sharing.
Mr Kipling is synonymous with cake and remains the benchmark for quality and innovation in the ambient cake market place.