Premier Foods has announced a £10m investment in its Mr. Kipling brand.

As well as a new packaging design extending across the entire 76-sku portfolio which will give the brand a more contemporary look, Mr. Kipling will roll out a new brand identity over the next 12 months. Centred around the motto  - ‘Life is Better with Cake’, the campaign includes a new TV ad and a digital partnership with The X Factor.

The initative is designed to grow Mr.Kipling’s 16.4% share of the packaged cake category which is worth £952m per year and grew 0.4% year-on-year.