Flowers Foods has launched a competition on Facebook to promote its Mrs Freshley brand of cakes and pastries in the US.

The company has launched a "search" for the "real" Mrs Freshley on the social networking site.

"Since its introduction in 1994, Mrs. Freshley's has never had a person or character associated with the brand. Through the years, our customers have had a direct hand in shaping our products so asking them to help define the personality behind the brand makes sense," said Brent Bradshaw, Flowers Foods' brand manager.

Consumers can submit nominations for the "real" Mrs Freshley by visiting www.Facebook.com/MrsFreshleys.

The winner will receive a $1,500 American Express gift card, be posted on www.MrsFreshleys.com and may be used in future merchandising.