Britain has gone baking crazy. Cupcake shops abound and the Great British Bake Off draws a 25% audience share. For all the amateur bakers replicating those tasty treats at home, however, there’s a new girl in town.

Betty Crocker, a prominent American baking brand, is getting a makeover at the age of 90 ahead of a push to break into the UK market. The rebrand features a modern-retro vibe complete with new packaging and an interactive, integrated website.

The Collaborators, a Bath-based food brand specialist agency, worked on the rebrand. They aimed to revel in Betty’s near century of tradition and its ground-breaking 65-year-old cake mix while adding a flair for the modern woman.

“You’ll always feel good about baking with Betty – all the fun of creating a gorgeous cake people will love without hours of stress in the kitchen. We decided to position Betty as a baking brand for women that delivers effortless baking pleasure and won’t let you down.” Rachel Wood, director at The Collaborators, says.

Britain has seen a huge increase in home baking sales due to the recession. Morrison’s has reported a 54% increase in sales of cake mix this year.