Mr Kipling is hoping to gain a reputation for making exceedingly good packaging as well as cakes. Brand owner Manor Bakeries is rolling out an innovation for its range of single-serve fruit pies, packing them in separately sealed pots. The move is part of its Mr Kipling relaunch plan. Manor claimed the move would increase the pies' appeal and their occasions for usage, allowing consumers to put single pies in lunchboxes and eat them conveniently away from home. Extended freshness is also a benefit of the new packaging, said Manor, with the measure being phased in across the whole range of Mr Kipling fruit pies. Manor is supporting the launch of the new packaging with a "heavyweight" television advertising campaign. Category manager Hazel Cawthorne said: "We are committed to the development of the cake category." {{P&P }}