Crumbs Bake Shop continues rebranding process

by Max Sosland
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LINCOLNSHIRE, ILL. — Crumbs Bake Shop’s efforts to revive the Crumbs brand received a boost this week with news that the specialty retail chain will introduce new products to the mass market. The new products, which will include a cookie line, chocolate bar, Crumbnut (a donut-croissant hybrid), Basissant (a bagel-croissant hybrid) and other confectionery items, will be sold at Crumbs locations, mass grocers, convenience stores and on-line at www.crumbs.com.

“I think there is tremendous opportunity to expand the Crumbs offering, build on the company’s growth strategy and to leverage the collaborations between Crumbs and other companies in my portfolio,” said Marcus Lemonis, entrepreneur and host of CNBC’s reality series “The Profit.” “As we look to take the Crumbs brand back to its origin of being a bake shop, and not a cupcake store, customers can expect to see products such as ice cream, cookies, candy, coffee and other tasty treats.”

Crumbs Bake Shop is undergoing a brand restructuring after closing its doors this past July. Under the direction of Mr. Lemonis and Fischer Enterprises, the company is expanding beyond its old niche as a cupcake store to a confectionery and baked goods outlet with a wide variety of products.

“Our commitment to reviving the Crumbs brand will be evident through these new products and offerings across all Crumbs locations,” Mr. Lemonis said. “The research and test marketing is an extension of that commitment to offer the consumer the best products available.”

The new products will be branded by Crumbs.

Earlier this week, Mr. Lemonis and Crumbs announced a partnership with Key West Key Lime Pie Co., a Key West, Fla.-based dessert company, to create a new dessert destination. It will be renamed Crumbs of Key West and will launch a new product: the Crumbs Pie Bar.

The Crumbs Pie Bar is an individually wrapped frozen slice of a dessert pie flavor, including key lime pie, mango cream pie, blueberry cream pie and blood orange pie. The product line will be available at Crumbs Bake Shops and convenience and grocery stores nationwide.

“I'm excited about our Crumbs Pie Bar because it is the perfect treat for those that would like to enjoy a cool slice of pie — easy and convenient in an individual serving,” Mr. Lemonis said. “Soon, consumers will be able to enjoy delicious frozen pie flavors at home, even if they can't make it to one of our re-launched Crumbs Bake Shops across the U.S.”
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