Manor picks marketer for Mr Kipling brand

Manor Bakeries, which manufactures Mr Kipling cakes, has appointed McDougalls Foods managing director Kate Taylor to be its top marketer.

In her new role as brands director at Manor Bakeries, Taylor will be responsible for marketing the Cadbury, Lyons and Mr Kipling cakes brands. She replaces marketing director Ian Ayling, who left in May (MW May 15).

Taylor joined RHM, parent company of both McDougalls Foods and Manor Bakeries, six years ago. McDougalls is one of the three dominant brands in flour, alongside RHM’s Hovis and Allied Bakeries’ Allinson.

Ayling left RHM to pursue other interests in the grocery sector, after three years as Manor’s marketing boss. He joined RHM nine years ago, also working on its Bisto and Paxo brands. It is not known whether he has a new job.

During his tenure, Ayling appointed Saatchi & Saatchi to Mr Kipling’s &£5m advertising account, with a brief to update the brand’s image. The brand also joined forces with Comic Relief to make special “red nose” cherry Bakewell tarts.

It is not clear whether Taylor will review the company’s agencies.

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