OPINION: Premier Foods’ Mr Kipling brand update: is it really an ‘exceedingly good’ idea?

We should all celebrate the news that Premier Foods, an FMCG giant, is returning, phoenix-like from the flames of financial meltdown, to success. Yet is the hinted-at removal of its cake brand Mr Kipling's "Exceedingly Good Cakes" motto a step too far? In many ways, the story of Premier Foods is a parable that demonstrates […]