The Premier Food-owned brand has launched three new cake products all featuring the revamped design, with the rest of its cake and biscuit products set to be overhauled in the coming months.
The design features a hand written Mr Kipling signature and various illustrations such as a kitchen table and a cake fork.
The sudden overhaul comes only 12 months after Premier Foods announced it would be working with JKR on an ad campaign and packaging makeover.
The latest design by BrandOpus appears to drop the brand’s famous tagline ‘Exceedingly Good’.
Helen Kemish, marketing controller for Mr Kipling said “The packaging will make the journey down the cake aisle a more fun and uplifting experience for all and will form the start of a wider packaging re-vamp taking place across the entire Mr Kipling portfolio in January 2016.”
The launch of the new cake products, which include Fabulous Fancy, Delectable Whirls and Sharing Cakes, comes as Mr Kipling looks to ride on the wave of success the cake category is currently enjoying: the total UK cake market is up two per cent for the year ended August 2015.
The “indulgent” new range also aims to align the brand with craftmanship and quality.