From: Packaging News

Design agency Robot Food has created a new international look for Mr Kipling.

The Premier Foods’ owned brand is looking to break into markets Including the US and Australia. Robot Food devised packs where the Mr Kipling wordmark stands strongly front and centre on pack while “straight-talking language brings a younger confidence to the brand”.

Martin Widdowfield, creative director at Robot Food, said: “We found most popular US products were actually pre-packed with super long shelf lives, but Australian consumers almost always preferred ‘just baked’. ‘Fresh quality’ was our common ground to work from and key to communicate.

“Cake is the hero and, wherever possible, product shots are accompanied by prominent ingredients. We drew inspiration from European patisseries and chose bright pastels for a fresh, contemporary aesthetic over stronger bold colours that risked feeling artificial.”

Kimberley Tonge, senior brand manager for international of Sweet Treats at Premier Foods, said: “It was clear there was a great opportunity in both the US and Australia for Mr Kipling to provide a sophisticated, high-quality packaged cake, but entering as a challenger brand, Mr Kipling would need a bold new presence to compete”