Mr Kipling may lose famous tagline

Premier Foods has issued a print ad following speculation its Mr Kipling brand could drop its ‘Exceedingly Good’ tagline.

Published in yesterday’s Metro (12 March), it said: “Mr Kipling doesn’t do rumours, but he does make exceedingly good cakes.”

It follows comments made by Gavin Darby, Premier’s chief executive, to The Daily Telegraph this week that the strapline could be removed from new adverts. When questioned whether a new slogan could feature, he said that it “is possible”.

A spokesperson for Premier Foods told British Baker that it had no further comment to make.

In January this year, the company announced a £20m investment in doubling capacity at its cake manufacturing site in Carlton, Barnsley to meet demand for its Mr Kipling Snap Packs.

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