NEW YORK — Crumbs Bake Shop, Inc. is partnering with Pelican Bay Ltd. to create a line of cupcake mixes and kits for retail.
Products include baking mixes, cupcake-in-a-mug kits, hot chocolate kits and colossal cupcakes kits that will be sold at mass and mid-tier merchants, craft and specialty stores and club stores, as well as on-line at the bakery’s web site, www.crumbs.com.
Six mix flavors inspired by Crumbs’ signature cupcakes include: Happy Birthday, featuring vanilla cake mixed with rainbow sprinkles with a vanilla buttercream filling topped with vanilla cream cheese frosting; Blackout, which has chocolate cake filled with fudge mixed with vanilla custard and topped with chocolate cream cheese frosting; Peanut Butter Cup, with chocolate cake filled and frosted with peanut butter buttercream frosting and topped with peanut butter cup wedges, peanuts and chocolate chips; Red Velvet, including red velvet cake with cream cheese frosting; Cookies n’ Cream, which has chocolate cake topped with vanilla cream cheese frosting mixed with crushed sandwich cookies; and Cookie Dough, featuring vanilla cake filled with chocolate fudge and topped with vanilla cream cheese frosting and chocolate chip cookie dough pieces.
Packaged with a reusable mug, the cupcake-in-a-mug kits feature Happy Birthday, Red Velvet, Peanut Butter Cup and Blackout varieties and are made in the microwave within minutes with an egg and butter. The colossal cupcake kit includes a silicone spatula and produces a cupcake big enough to serve six to eight people.
“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.”The items will retail for $9.99 to $14.99.