Crumbs cupcakes return to market though CPG, e-commerce route

NEW YORK — The unique husband-and-wife co-founders of Crumbs Bakeshop, Mia and Jason Bauer, have relaunched the specialty cupcake model with a brand new retail mannequin and added a line of cookies to their product choices. The newly organized baking firm, which is again beneath the Bauers’ possession, launched a CPG retail line for its cupcakes and cookies and can make the most of e-commerce to promote direct to shoppers.

There shall be no Crumbs bakeshops this time round. In line with the corporate, all Crumbs cupcakes and cookies are made by hand utilizing Ms. Bauer’s recipes at its associate industrial bakery amenities within the Northeast.

The CPG line of cupcakes and cookies shall be obtainable at ShopRite, Kings, Fairway, Westside Market and Foodtown within the Northeast. The corporate mentioned it plans for its candy baked meals to be obtainable, “on the cabinets in a whole lot of doorways by the top of the 12 months.”

Crumbs cupcakes and the brand new cookie jar line shall be obtainable for direct cargo nationwide by the company’s website, with identical day supply obtainable in New York by UberEats, GrubHub, Doordash, Seamless and Postmates by a partnership with Reef Kitchens, in response to the corporate.

“By means of this new mannequin of on-line ordering and native supply we will reunite our followers with Crumbs wherever they might be all around the nation,” Crumbs mentioned.

Within the baking firm’s first iteration, Crumbs was anchored by its neighborhood bakeshop places. From its first retailer, opened in March 2003, on the Higher West Facet of Manhattan, NY, the corporate rapidly grew to a complete of 45 places, together with 31 shops within the New York Metro space, 6 places on the West Coast, 3 shops in Washington, DC, 1 location in Virginia and 4 places in Illinois.

The corporate initially supplied greater than 75 cupcake varieties baked recent day by day, in addition to greater than 150 totally different candy baked meals, together with muffins, pies, cookies, Danishes, scones, croissants, brownies and muffins.

In 2011, after it had grow to be the most important US-based retailer of cupcakes, Crumbs was acquired by 57th Avenue Common Acquisition Corp. In June 2011, it grew to become a publicly traded company and in 2012, the Bauers exited the enterprise.

What adopted have been three consecutive fiscal years of losses and the corporate’s eventual delisting from the Nasdaq. The corporate was sold again in 2014 and beneath the brand new administration the final Crumbs retailer closed in 2016.

“The concept to relaunch Crumbs was hatched throughout the pandemic as we discovered ourselves nostalgic for happier occasions and the less complicated and sweeter issues in life,” the Bauers mentioned. “We took our time determining what can be one of the best ways to carry it again for our followers.”

The Crumbs relaunch brings the identical cupcake varieties that, “followers knew and beloved,” in response to the corporate. Cupcakes can be found in 12-packs of mini cupcakes and 6-packs of traditional cupcakes at supermarkets. Crumbs outsized signature cupcakes can be found direct to shopper.

The brand new cookie jars characteristic the corporate’s hottest cupcake flavors, together with cotton sweet, Sprinkle Sundae and crimson velvet.

“It’s so superb to suppose that a few of the individuals who beloved Crumbs rising up will now get to order and share our cupcakes with their youngsters for the primary time,” Ms. Bauer mentioned. “Like so many others, we have been unhappy when Crumbs closed its doorways all these years in the past, so having the ability to carry it again to life, presently when reconnecting with individuals and reminiscing about completely happy occasions feels particularly wanted, is absolutely significant and seems like a present.”


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