Branding
With advertising using the phrase "exceedingly good cakes", and television commercials which originally featured the voice of actor James Hayter, the brand had become the market leader in the UK by 1976, a position it still holds over thirty years later. Varieties of single-serving and individually wrapped cakes have also been marketed.
In the early 2000s, the Mr Kipling brand was moved away from its familiar design, and for about a year a modern logo, consisting of a red oval with "Mr Kipling" in a script font inside the oval, was used. 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.
Around 2005, the manufacturers briefly experimented with another new logo and a striking pack design: pack-fronts simply consisting of the words "Mr Kipling", the name of the cake, and the phrase "Exceedingly good cakes" in a more formal, classic typeface; the only image of the cake on each pack-front was a close-up of one part of it, used as a background image for the entire pack. Around the same time, the write-ups on the back of their packaging once again purported to be written by the person of Mr Kipling. Shortly afterwords, however, the pack design and brand image whole-heartedly returned to its roots. The current logo is very closely based on the original one, featuring a traditional-style font in a gold-edged shape, the packs feature images of the cake(s), and various product features and write-ups are featured on the pack-front. In 2009, the pack designs were slightly revamped, with more emphasis put on the name of each product; the write-ups on the back of the pack no longer purport to be written by Mr Kipling.
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