Betty Crocker Is Dropping Cake-Shaped Handbags in Time for New York Fashion Week
You might say the brand has good taste.
Let them eat cake — and, um, carry their stuff around in it as well?
Betty Crocker is celebrating the nationwide rollout of a new packaging look with a fashion-forward collection of limited-edition handbags — The Betty Ate Collection — that look like slices of cake made from three of the brand's most popular cake mixes.
"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,” Sarah Peck, senior brand manager for Betty Crocker at General Mills, says in a press release. "We can’t wait to see how fans style their bags and cakes.”
How is Betty Crocker updating its packaging?
The baking brand is giving its look a refresh “with playful pops of color and delectable new photography” on packaging across its line of cake, brownie, cookie, muffin and bar baking mixes, as well as its frostings. (Note that only the packaging design is changing; the products will remain the same.)
What is the Betty Ate Handbag Collection?
The whimsical new handbag collection promises to make the look of Betty Crocker’s refreshed packaging wearable. It includes a trio of “statement” purses designed to evoke three of the brand’s most popular 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,’” the brand says. “Each bag comes with interchangeable accessories that mimic classic cake decorations.”
These mix-and-match bits and bobs include birthday candles, chocolate swirls and strawberries.
What are the handbags in the collection?
The collection includes three different handbags:
- Betty Ate Yellow Cake: A slice based on Betty Crocker Super Moist Yellow Cake Mix and Rich & Creamy Milk Chocolate Frosting — in handbag form.
- Betty Ate Triple Chocolate Fudge Cake: For chocolate fans, this slice-shaped handbag was inspired by Betty Crocker Super Moist Triple Chocolate Fudge Delights Cake Mix and Rich & Creamy Dark Chocolate Frosting.
- Betty Ate Strawberry Cake: This pink-and-white cake-slice handbag offers a look pairing Betty Crocker Super Moist Strawberry Delights Cake Mix with Rich & Creamy Cream Cheese Frosting.
How can you get the Betty Ate Collection?
The collection will be available in two drops on shop.BettyCrocker.com. The first drop is available now — starting Tuesday, August 25, at 9 a.m. ET, and while supplies last — with each bag priced at $89. The second drop will follow on Thursday, September 10 at 9 a.m. ET, just in time for New York Fashion Week 2026, which runs from September 10 to September 15.
“While the Betty Ate Collection is available for a limited time,” the brand says, “Betty Crocker's new packaging is here to stay and available now in baking aisles nationwide.”
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