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Through CPG and e-commerce, Crumbs cupcakes brought back to market

Through CPG and e-commerce, Crumbs cupcakes brought back to market


The original co-founders of Crumbs Bakeshop, husband and couple Mia and Jason Bauer, rebooted the speciality cupcake company with a fresh retail strategy and expanded its product line to include a line of cookies. The Bauers, who now again own the newly organised bakery business, have started a CPG retail line for their cookies and cupcakes and will use e-commerce to sell directly to customers.

In the Northeast, ShopRite, Kings, Fairway, Westside Market, and Foodtown will carry the CPG line of cookies and cupcakes. By the end of the year, the firm hopes to have its delicious baked delicacies “on the shelves of hundreds of doors.”

There won’t be any Crumbs Bakeries this time. All Crumbs cupcakes and cookies, according to the brand, are handcrafted at a partner commercial bakery facility in the Northeast utilising Ms. Bauer’s recipes.

Through the company website, customers may order Crumbs cupcakes and a new line of cookie jars for direct delivery anywhere in the country. UberEats, GrubHub, Doordash, Seamless, and Postmates all offer same-day delivery in New York. through a collaboration with Reef Kitchens, claims the business.

Crumbs based the initial version of the bakery business on the locations of bakeries in his neighbourhood. The company quickly expanded from its first site, which was launched in March 2003 on Manhattan’s Upper West Side, to a total of 45 locations, including 31 in the New York metropolitan area, 6 on the West Coast, 3 in Washington, DC, 1 in Virginia, and 4 in Illinois.

“We are able to bring our fans together with Crumbs wherever they are across the country through this new online ordering and local delivery model,” said Crumbs.

Initially, the business sold more than 150 different sweet baked goods, including cakes, pies, cookies, danish, scones, croissants, brownies, and muffins, in addition to more than 75 different kinds of freshly baked cupcakes every day.

Crumbs was purchased by 57th Street General Acquisition Corp. in 2011 after being the largest retailer of cupcakes in the US. It was listed on the stock exchange in June 2011, and the Bauers exited the company in 2012.

The company then lost money for three straight fiscal years, and the Nasdaq eventually delisted it. The company was once more sold in 2014, and under new leadership, the final Crumbs location closed in 2016. During the epidemic, the Bauers stated, “we found ourselves yearning for happier days and the simpler, sweeter things in life. That’s when the idea to relaunch Crumbs was born.” We took our time to consider the best strategy for bringing him back for our audience.

The same cupcake flavours that “fans knew and loved” are included in Crumbs’ re-release, according to the business. In supermarkets, the muffins come in 12-packs of small muffins and 6-packs of regular muffins. Direct-to-consumer sales of Crumbs’ giant cupcakes are available. The most well-liked cupcake varieties from the business, including Cotton Candy, Sprinkle Sundae, and Red Velvet, are included in the new cookie jars.

For the first time, some of the people who adored Crumbs as children will be able to order and share our cupcakes with their kids, said Ms. Bauer. “Like so many others, we were saddened that Crumbs closed its doors so many years ago, so to be able to bring it back to life, at this time when reconnecting with people and recalling happy times feels especially necessary, is really meaningful and It feels like a gift,” the author said.

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  • Through CPG and e-commerce, Crumbs cupcakes brought back to market
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