The General Mills owned-brand will introduce what it describes as a “modern-retro” look next week (21 December).
The company says the overhaul will build on the brand’s “rich legacy of exemplary service to women and prolific product innovation” to make baking more accessible to a new audience of “aspiring” cake bakers.
Mark Brown, marketing manager at General Mills, adds: “Betty Crocker’s practical know-how, fantastic products and words of wisdom have made life easier for millions of women for nearly 100 years. We’d like Betty to help more people experience the joy of baking, especially with friends and family.”
The new look, created in partnership with branding consultants The Collaborators, will be supported by the brand’s biggest ever marketing push in the UK next year, including a TV campaign and in-store promotions.
Betty Crocker says future marketing activity will revolve around entertainment and giving consumers confidence to cook.
It is hoped the brand overhaul will exploit the growing popularity of baking across the UK prompted by hit cooking show The Great British Bake Off. Supermarkets and retailers have reported a rise in baking ingredients and accessories since the second series of the programme ran earlier this year.
Sales of cake stands at Marks and Spencer rose by 243 per cent year-on-year in the month following the show’s return in August, while sales of bread makers at John Lewis increased 70 per cent during the same period.