Does Mr Kipling have exceedingly good taste with ladies? Consumers will be able to find out when his wife appears on TV for the first time.

As part of a £3m TV spend for the brand, Premier Foods introduces Mrs Kipling on Friday 5 March to promote recently launched Mr Kipling Oatibakes. Cheeky Mrs Kipling narrates the ad in a move that Premier described as "a development for the new decade".