Mr Kipling is a classic British brand for pies and cakes, dating back to the 1960s. Its products have long been marketed as "Exceedingly Good". This year, Mr Kipling has started introducing a new look, created by JKR. It breaks with the more commercial, messy packaging the brand has used until now. The new packaging gives prominent space to the brand name as well as the product, with soft, harmonious backgrounds, conveying a "more natural, home made feel ".
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