• by Fern Siegel , Yesterday

Betty Crocker, a classic American cake mix, is serving a new aesthetic and product.

The package design is courtesy of Vault 49, while The Social Lights is responsible for owned social.

“The Bettier Than Ever” push, known as the Betty Ate Collection, is a trio of limited-edition cake-slice handbags. The signature red spoon got an updated look and a brand extension. It’s already sported by Bronwyn Newport, the fashion historian-television personality. 

The collection includes: Betty Ate Yellow Cake, Betty Ate Triple Chocolate Fudge Cake and Betty Ate Strawberry Cake. The Betty Ate Collection is available exclusively on shop.BettyCrocker.com for $89 while supplies last. A second drop begins Sept. 10 at 9 a.m. ET.

Crafted from vegan leather, the handbags offer a colorful label that matches its corresponding cake mix packaging. Betty’s signature red spoon doubles as a zipper pull signed “xo, Betty.” Each bag comes with interchangeable accessories that mimic classic cake decorations: festive birthday candles, delectable chocolate swirls and juicy strawberries.

“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.

Vault49’s design work includes Guinness, Propel, Diageo and Reese’s Puffs.