Crumbs Bake Shop Inc., the nation’s largest cupcake specialty retail store, has partnered with Pelican Bay Ltd., a gourmet bake mix and gift purveyor, on a line of Crumbs Bake Shop products.
Items include premium cupcake mixes, hot chocolate kits, cupcake-in-a-mug kits and the first-ever colossal cupcake kit. Introduced at the Winter Fancy Food Show in San Francisco, the line will be sold at mass merchants, mid-tier merchants, club stores, craft stores and specialty stores across the country.
Produced and distributed by Pelican Bay, a family-owned specialty foods manufacturer, the cupcake mixes and cupcake-in-a-mug kits will transport the flavors of Crumbs’ iconic cupcakes into the kitchens of home bakers. The easy-to-bake mixes come in six flavors – Happy Birthday, Blackout, Peanut Butter Cup, Red Velvet, Cookies n’ Cream and Cookie Dough. The cupcake-in-a-mug kits, which come with a reusable Crumbs Bake Shop mug, come in four flavors – Happy Birthday, Red Velvet, Peanut Butter Cup and Blackout. Home bakers need only add an egg and butter, and put them in the microwave to make single-serve cakes in less than five minutes.
The colossal cupcake kit, packaged with a silicone spatula, is big enough to serve six to eight people.
“We worked hand in hand with our partners at Pelican Bay to ensure that the cupcakes match the Crumbs Bake Shop experience as closely as possible,” said Lisa Hess-Marks, chief cupcake officer at Crumbs Bake Shop.
“The creation of these innovative cupcake mixes and gift items through our partnership with Pelican Bay is a natural step in the continued expansion and extension of the Crumbs brand,” said Edward Slezak, interim chief executive officer and general counsel of Crumbs Bake Shop. “These types of partnerships provide Crumbs with the opportunity to offer some of the best aspects of our brand to new customers in markets we do not yet reach.”
