Cakes are now serious business

Mr Kipling is a brand of cakes, pies and baked goods marketed in the United Kingdom and Ireland. It was introduced in May 1967 (at a time when cakes were more often bought from local bakers) to sell cakes of a local baker's standard to supermarkets, and grew to become the UK's largest cake manufacturer by 1976.The trademark is owned by Premier Foods, after its acquisition of Rank Hovis McDougall (RHM) in 2007.