Exports case study: Mr Kipling

From Bakewells to Battenberg, Apple Pies to Mississippi Mud Pies, petite French Fancies to larger-than-life Treacle Tarts… Mr Kipling has been making exceedingly good cakes since 1967, and in the UK, almost 60% of UK households indulge in our tasty treats every year.

Mr Kipling's Angel Slices

But the love for the brand doesn't stop on our shores, as for years, Mr Kipling has also been a family favourite with Australians during the Christmas season, with our famous Fruit Mince Pies and Festive Bakewells, and more recently, Rum & Raisin and Christmas cake slices. Capitalising on the success of the Christmas range and Mr Kipling brand loyalty, in 2015 we worked directly with two of Australian's leading retailers to extend the brand into the All Year Round cake category with iconic products such as Angel slices and Cherry Bakewells. The new products have been a great success, helping us to more than double our Mr Kipling sales in Australia last year.

Mr Kipling's Fruit Mince Pies

Not only did we significantly increase Mr Kipling sales “Down Under”, but we successfully rolled out a Christmas range of Mr Kipling products in three Central European countries at the end of last year, and we now plan to carry on building brand awareness in this market by taking advantage of other key festive events, such as Easter, and entering into a fourth Central European market later this year.

In addition, we've introduced Mr Kipling into the Far East, where the brand is providing exciting new cake flavours for the growing middle classes, and we'll continue to identify new markets for our exceedingly good cakes in 2016.

Adam Buckley, International Sales Director, said:
"We're delighted by the success of Mr Kipling cakes, particularly in Australia, where we grew sales by more than 100% last year alone. Exports are becoming an increasingly important part of our business strategy, and we'll continue to invest in growing sales of our iconic British brands abroad.”

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Last reviewed: 31 May 2016