It’s one of the most famous slogans of all time. But after more than 30 years, Mr Kipling will no longer be credited with making exceedingly good cakes.

The brand has been given a facelift in order to attract 20-something consumers to the brand. As part of the strategy, ‘Mr Kipling makes exceedingly good cakes’ has been ditched in favour of a more “carefree and light-hearted” slogan - ‘Exceedingly happy cakes’.

The core Mr Kipling consumer is now in their 60s and 70s, having been with the brand since its launch in 1967. It was therefore essential to win over a new, younger audience, said Premier Foods senior brand manager Rachel Pirt.

“It is the older generation who generally sit and eat cakes. So we needed to do something to attract younger consumers, such as mums with small kids and young professionals,” Pirt added. “Those 60- and 70-somethings are still core to the brand as they are the main eaters of Mr Kipling products, but we’ve moved the positioning to give it a modern voice.”

The new ad campaign, on air from July, is its first TV push since 2005 and supports the launch of its Cake Bites range.