Exceedingly good cakes. 100% natural flavours & no artificial colours. Suitable for vegetarians. Nation's favourite cake brand* *Mr Kipling is the biggest selling cake brand. Source: IRI Grocery Outlets Market Data for Great Britain, Ambient Packaged Cake, 52 weeks up to and including w/e 29.12.2018. It's the little things that mean the most, like a little help from Mr. Kipling to bake exceedingly good cakes at home.