Introducing Mr Kipling Exceedingly Good Cakes: a combination of mouth-watering flavours inspired by Mr Kipling's most renowned recipes to create a range of deliciously good cakes. Mr Kipling Exceedingly Good baking range offers a variety of different icings to pair with your Victoria sponge cake including those that are great to bake with children such as our unicorn and dinosaur vanilla icing. Whether it's treating yourself or sharing with friends, the Exceedingly Good baking collection brings a special moment to every day. Nation's Favourite Cake Brand* *Mr Kipling is the biggest selling cake brand. Source: Circana All Outlets GB / Ambient Packaged Cake / 52 w/e 30 Sep 2023 / Unit Sales. It's the little things that mean the most, like a little help from Mr Kipling to bake exceedingly good cakes at home.