to its roots. The logo introduced at the time was 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. Premier Foods also introduced what it termed 'Snap Pack' packaging (now renamed 'Snack Pack'), providing cakes in individually sealed plastic packs to keep them fresh. It quickly became a top-seller for the brand. In 2018, the brand redesigned their packaging for the North American and Australian markets. The new design aimed for a more contemporary and distinctive look to attract new customers, steering away from Mr. Kipling's heritage. However, Mr. Kipling's wordmark logo remained the same. Furthermore, the brand's UK slogan "exceedingly good cakes" was replaced with "make every day delicious" for the international market. Products Mr. Kipling's signature product range includes: Slices Almond slices Carrot cake slices Angel slices Lemon layered slices Bakewell slices Chocolate slices Country slices Unicorn slices Trifle tarts (since 1990) Pies and Tarts Bramley apple & blackcurrant pies Bramley apple pies Mini fruit pie selection Cherry bakewells Mini bakewells selection Jam tarts Mini sponge tart selection Goodies French fancies Lemon fancies Biscuits Viennese whirls Cakes Manor house cake Battenberg Mini battenbergs French Fancies Mr Kipling French Fancies are small sponge cakes, topped with a hemisphere of vegetable-oil "buttercream". The cakes are coated with fondant icing, with several varieties drizzled with a second colour. Standard varieties are pink ("vanilla") with white drizzle, yellow ("lemon") with brown drizzle, and brown (chocolate) with dark brown drizzle. Whereas cocoa is cited in the ingredients list, strawberry and lemon are not. The cakes are 30% sugar. French Fancies were among the 20 varieties of cake that were part of the initial Mr Kipling launch in 1967. In September 2008, Mr Kipling announced the Big French Fancy, a large cake which can be sliced into portions. A limited edition appeared in 2012, renamed British Fancies, containing cakes in red, white and blue. Supermarket and home-made copies are called Fondant Fancies. References External links Premier Foods website Bakeries of the United Kingdom Food brands of the United Kingdom British pie brands Food and drink