Cake lovers across the UK were this morning in a state of shock on discovering that 'Mr Kipling' is not the kind elderly baker they pictured, but an industrial size dough mixing machine with a conveyor belt.
'I'm gutted,' said Beryl King who has been buying Mr Kipling's Bakewell Tarts for years. 'It was the way he said 'exceedingly good cakes' that got me thinking of him baking every day in his little kitchen. I hope there aren't more shocks like this on the way.'
A spokesman for Cap'n Birdseye declined to comment.