Betty Crocker Celebrates Bettier Than Ever™ Era with Fresh Packaging and Statement Handbags

America's No. 1 cake mix brand takes its vibrant new design from the baking aisle to the runway with The Betty Ate Collection, a limited-edition bag drop inspired by the brand's refresh

MINNEAPOLIS--(BUSINESS WIRE)--Betty Crocker, America's No. 1 cake mix* brand, is serving more than cake this season. Enter the Bettier Than Ever™ era, marked by bold new packaging and The Betty Ate Collection — a trio of limited-edition cake-slice handbags directly inspired by the beloved brand’s updated aesthetic and most iconic cake mix flavors.

Betty Crocker’s New Packaging Refresh

For generations, Betty Crocker has been part of life's biggest celebrations — birthdays, bake sales, milestones and every "just because" moment in between. Now the brand is having its own moment, giving the signature red spoon its best look yet, with playful pops of color and delectable new photography. While Betty might have a new look, what’s on the inside remains the same, with the legendary baking mixes and frostings fans already know and love.

The latest packaging can be seen on shelves nationwide across the line up of Betty Crocker cake, brownie, cookie, muffin and bar mixes, and frostings, making it easier than ever for home bakers to spot their favorites and inspire delicious bakes as we get into baking season.

Introducing The Betty Ate Handbag Collection

To bring the Bettier Than Ever personality to life even further, Betty Crocker is stepping out of the kitchen and into the spotlight ahead of fashion’s biggest week in New York. Already spotted on the arm of fashion historian and archivist and television personality, Bronwyn Newport, The Betty Ate Collection makes Betty’s updated look wearable with three statement handbags inspired by its most iconic cake mix flavors. Crafted from premium vegan leather, the handbags all feature thoughtful details that bring Betty's refreshed look to life, including a colorful label that matches its corresponding cake mix packaging and Betty’s signature Red Spoon as a zipper pull signed "xo, Betty." Each bag comes with interchangeable accessories that mimic classic cake decorations. From festive birthday candles to delectable chocolate swirls and juicy strawberries, the accessories are made to be mixed, matched and personalized just like your favorite Betty cake. The full collection includes:

• Betty Ate Yellow Cake: A sunny, celebration-ready cake-slice handbag pairing Betty Crocker Super Moist Yellow Cake Mix and Rich & Creamy Milk Chocolate Frosting
• Betty Ate Triple Chocolate Fudge Cake: A chocolatey cake-slice handbag serving full dessert drama, complete with Betty Crocker Super Moist Triple Chocolate Fudge Delights Cake Mix and Rich & Creamy Dark Chocolate Frosting
• Betty Ate Strawberry Cake: A bright, sweet pink cake-slice handbag, featuring Betty Crocker Super Moist Strawberry Delights Cake Mix and Rich & Creamy Cream Cheese Frosting

The Bettier Than Ever Era Starts Now

The Betty Ate Collection is available now exclusively on shop.BettyCrocker.com for $89 while supplies last with a second drop to follow on Thursday, September 10 at 9 a.m. ET.

"Every icon deserves a wardrobe refresh and Betty’s bold new packaging is ready for its close-up in the baking aisle, while The Betty Ate Collection helps us usher in this new era of elevated design in a way that only Betty can,” said Sarah Peck, Senior Brand Manager for Betty Crocker at General Mills. "We can’t wait to see how fans style their bags and cakes—and we have a feeling Betty's newest accessory may be one of the hottest looks of the season!”

While The Betty Ate Collection is available for a limited time, Betty Crocker's new packaging is here to stay and available now in baking aisles nationwide. For more information, visit BettyCrocker.com and follow @BettyCrocker on Instagram and TikTok.

*Based on 52 Weeks of Nielsen Sales Data for Dry Cake Mixes ending 6/6/26

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry and more. General Mills generated fiscal 2026 net sales of U.S. $18 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.