Cake Angels – Swirl Jar Success

The Brief

When home-baking specialists Fiddes Payne were seeking a new pack for their cake decorations brand Cake Angels, they naturally turned to Robinson. They were wanting to create on-shelf differentiation by enabling the consumer to see three cake decoration options simultaneously when the pack is merchandised normally. The new pack needed to be filled on existing equipment, injection moulded as a single piece component in order for it to remain commercially viable and the pack height needed to be maintained whilst reducing overall capacity.

Our Solution

Robinson’s in-house design team worked with Fiddes Payne and Cake Angels, to develop the proposed design which featured unique swirl shape chambers generated by twisting the standard vertical vanes around a fixed central point.


Initial concepts were generated in Solidworks and in in-house 3D modelling equipment, and these were then used to test market the design with prospective retailer customers. A pilot tool phase was then introduced to optimise the degree of twist that could be achieved whilst still allowing ejection of component from tooling, and a specialist toolmaker was selected to assist with complicated tool design (cooling, ejection, polishing was particularly important). Several materials were tested but crystal styrene was chosen as the customer wanted the jars to be glass clear.


The new packs were launched, followed by a national roll-out with new listings of Cake Angels at other retailers.

“We are very pleased with the pack which as far as we are aware is the first 4 compartment jar to be made in PS with the twisted swirl shaped vanes”.

Gary Gibbs, New Product Development Manager, Fiddes Payne.