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Crumbs Bake Shop has partnered with a gourmet bake mix company to create a line of Crumbs Bake Shop cupcake mixes
Crumbs Bake Shop will partner with Pelican Bay Ltd. to introduce a line of Crumbs Bake Shop cupcake mixes and other products.
Crumbs Bake Shop, Inc.,the nation’s biggest cupcake specialty chain and maker of the biggest cupcakes, will partner with gourmet bake mix company Pelican Bay Ltd. to introduce a line of Crumbs Bake Shop cupcake mixes. The line will also include hot chocolate kits, cupcake-in-a-mug kits, and “the first ever colossal cupcake kit,” the company announced.
The cake mixes will come in six flavors: Happy Birthday, Blackout, Peanut Butter Cup, Red Velvet, Cookies n' Cream and Cookie Dough, while the cupcake-in-a-mug kits will come with four flavors: Happy Birthday, Red Velvet, Peanut Butter Cup and Blackout. An egg, some butter, and five minutes in the microwave will reunite Crumbs fanatics with their favorite giant cupcakes. Finally, the colossal cupcake kit, which comes with a silicone spatula, is big enough to serve 6-8 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,” announced Crumbs' interim CEO, Edward Slezak.
The items will range from $9.99 to $14.99 and be available through several brick-and-mortar retailers, as well as through the Crumbs Bake Shop website.
Karen Lo is an associate editor at The Daily Meal. Follow her on Twitter @appleplexy.
Crumbs was a huge hit.
People went crazy for Crumbs' cupcakes, and the company was able to sell its gourmet product for as much as $4.50 a pop.
In an interview with Newsweek, Jason Bauer explained why the cupcakes were such a hit.
"If you rewind to 2002, cupcakes were vanilla, chocolate, lemon, or strawberry, maybe with sprinkles," he said. "When we opened our stores, Mia created three types of cupcakes with cool fillings, frostings, and decorations. Every day they sold out, so we decided to expand that line and continued to grow it. We started making gourmet cupcakes and [that’s] what has now become the industry standard."
Crumbs' c upcakes eventually came in more than 75 flavors and ranged from the 1-inch-tall "Taste" cupcake to the 6.5-inch-tall "Colossal," which could feed up to six people.
COCO for Beauty Blog
Are you ready for my scathing review of the Crumbs Bake Shop kit? Well here we go! Lol!
I was excited when I saw the Crumbs cupcake kit at my local Target a few months ago. I did do a little double take at the $10 price tag. Like, say whaaat? I thought “okay, so NO ONE is going to pay that price, I’ll wait till its got the red clearance sticker.” It never did get clearanced but they did lower the price point to $7.99. And since I wanted to make my son some cupcakes for his birthday before his big party he’ll have next weekend, I thought this was a good time to try it.
Now let me tell you, I am not a fan of boxed desserts. I think if you’re going to eat something high sugar, high fat, high calorie then at least let it be fresh and without all those preservatives. But some of them are not bad. It’s just I usually bake fresh. I do LOVE Crumbs Bake Shop. Every time I’m in NYC, I always take my kids there. Their cupcakes are seriously delicious and I’m glad to see after closing their doors that they’re reopening some of them again.
I went home to make it and realized very quickly that I was missing some ingredients. See, something important that’s missing…..oh that lovely little visual display of things you need to make this. So when I was in Target and looked, I just assumed it had all the basics which I already had in my kitchen. I do not, however, stock cream cheese unless I need it. So if you buy this, make sure to read through the first three things to check for items you may need.
So I had to get back in the car and go back for cream cheese. These instructions are no joke. I thought they were, frankly, ridiculous. I just feel like if I do buy a box kit, isn’t it supposed to be easy? Quick?
So this is everything that the kit includes.
So I mixed Pouch 1 – main mix – and it had sprinkles already in the mix and it came together well. It had a weird color and consistency though…like pudding. And notice it doesn’t say “fill up to 1/3 or 1/2”, just to fill equally. So then I had some that had more by the end and I was trying to even it up. Which was a pain. I also think there’s too much oil that the recipe calls for because there’s not a lot of mix for 2/3 cup of oil. Which would explain a problem I had later on….
So the recipe calls to bake them for 17-18 minutes. I baked mine for 18 minutes and stuck the middle and it was clean. However, a couple had to be thrown away because while they cooled the middle collapsed in and felt squishy. So scrapped two at that point. I guess they needed longer. I would say at least 19 minutes, probably 20.
So next I made the first of two frostings. This is where I was annoyed. So the frosting mix is basically a bag of powdered sugar and you still have to cream butter and cream cheese. I wish I would have known that from the beginning. I’m starting to feel ripped off at this point in the process. I just spent $8 and then another $6 in butter and cream cheese. Why not just go to Crumbs and buy a damn cupcake?! Okay, I told you this was gonna be scathing. Lol!
So I’m mixing my frosting together with the sugar it comes with and I decided to taste it to make sure it’s ok. I don’t know what it is but it’s soooo sweet. Too sweet. Sickly sweet. I even added a little extra butter and it didn’t improve much. I have a recipe for the most amazing cream cheese frosting that I should have made but I wanted to follow through with this nightmare and see it through. Lol
Until I got to the point where it said I had to scoop out the middle of the cupcake to put frosting in the middle. Look, the frosting is gross, so I don’t think I wanna add more into the center so I skipped that. Sorry!
The instructions were not really clear on HOW to get that icing shape. So I ended up just winging it. I slathered it on the top and rolled the sides in a plate of sprinkles and that worked really easy. In fact, I would definitely do cupcakes like that again because it worked well.
But….here’s where the too much oil in the recipe came to play. My cupcakes started coming out of their liners just at the simplest of touches, worse when I had to frost them and apply sprinkles. I was practically holding it together to get those sprinkles on. All of their liners looked like this from the time I took them out of the muffin pan.
Now, the second frosting packet. This is like the never ending cupcake recipe. So you have a second frosting bag that you’re supposed to mix with more butter and cream together. It was very firm and hard to mix, and once it starts mixing it reacts and turns yellow to create the rosette. In general, it stays a pretty stiff frosting.
They include a pastry bag and say you apply the “rosettes” but frankly it’s just a little squeeze of some yellow frosting in the center. And the frosting is worse than the first in taste and texture.
So here is the final product.
Presentation: Not Bad…the cupcake liners are very cute and very iconic to Crumbs.
Time: Took me 1.5-2 hours to make these, not including the going to the store for more things.
Price: Horrible, especially considering all the butter and cream cheese on top of the high price.
Solution: Go to a good bakery and spend a little more. Take it home, sit down, put your feet up and have a glass of wine! But if you like the boxed sets and want the look of these, just get a box of the Funfetti that sells for like $1.20 and a tub of frosting and sprinkles. Total of that would be $5 and I bet it would be less stressful than this and you’d achieve a very similar look.
Crumbs whips up cupcake mixes, kits for retail
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.”
Cupcake chain Crumbs marks rebirth with launch of croissant-bagel hybrid
A celebrity investor and corporate dessert maker are resurrecting Crumbs, a cupcake shop chain that filed for bankruptcy over the summer. To mark its rebirth, the shop will also introduce a new dessert, the Baissant, a bagel-croissant hybrid.
“Saving this iconic bake shop was important to me,” said Marcus Lemonis, host of CNBC’s The Profit. He purchased the brand in partnership with Fischer Enterprises. Lemonis said the shop would “introduce a wide variety of treat” in the coming months.
Crumbs reopened its first shop in New York City’s Garment District neighbourhood on Tuesday. The shop plans to re-establish another 25 stores in cities across the US in the coming months.
Lemonis and Fischer Enterprises are not new to the dessert branding world. Crumbs is the second cupcake brand Lemonis owns Wicked Good Cupcakes is the first. Fischer owns such brands as Dippin’ Dots, the chain that sells ice cream made of tiny pellets, and Doc Popcorn, which makes popcorn in such flavours as apple crisp and French toast.
The shop is offering a panacea of new cross-branded flavours to cupcake-starved New Yorkers, including “Key West Key Lime Pie” and “Sweet Pete’s Salted Caramel Chocolate Cupcake”.
The combination bagel-croissant, the Baissant, is the shop’s second answer to celebrity confectioner Dominique Ansel’s success combining desserts. Crumbs had previously, before its bankruptcy, “invented” the Crumbnut after Ansel’s success introducing the cronut, a croissant-doughnut. Ansel has gone on to create other desserts, such as the Waffogato (affogato-waffle) and peanut butter stuffed pretzels that resemble lobster tails.
Cupcakes that are Mini in Size, but Not in Taste!
Rachel Pecker, senior at Emory University in Atlanta Georgia wrote this sweet review.
The mini cupcake trend has officially gone viral. It's become nearly impossible for anyone, foodie or not, to pass a bakery window without stopping to obsess over these adorable miniature treats. Appealing to the eye and kind to the waistline, miniature cupcakes are the perfect midday pick-me-up that we all need. My personal favorite vendor is Baked by Melissa, the pioneer of bite-sized (they're size-equivalent to a quarter) stuffed cupcakes. With flavors like chocolate chip pancake and s'mores, these mini cupcakes are truly one of a kind. The well-known Crumbs Bake Shop has also made its mark in the mini cupcake movement. Its shrunken its traditionally monstrous cupcakes into perfect bite-sized wonders.
If you don't live near one of these specialty bakeries, you can whip up your own batch of mini cupcakes in the comfort of your own kitchen, using the Smart Planet Original Cupcake Baker - a small but speedy electric mini cupcake maker.
The machine comes with a concise recipe book to guide you through your mini-baking adventure. Being the red velvet sucker that I am, I had to try this recipe first. The process was no different from making traditional red velvet cupcakes, which means you can feel free to use any of your trusty old recipes! After making the batter, the rest is a breeze. Simply plug-in, pre-heat, and pour! You'll only be waiting 5 minutes until your mini cupcakes are ready to frost and decorate. We used a simple vanilla butter cream (try GH's Buttercream Frosting Recipe and served them to the staff at Good Housekeeping Research Institute. They were dainty and delicate - a huge hit!
And since we're not always up to making our desserts from scratch, there's an easier option that proved to be just as tasty! I tried out the mini cupcake maker with Betty Crocker Super Moist Yellow Cake Mix. These cute cupcakes came out perfect and the entire process took a mere 10 minutes! If you're entertaining and in need of a last minute dessert option, the Smart Planet Original Mini Cupcake Baker can truly save the day. Your guests will go crazy for these cupcake cuties!
Crumbs Bake Shop chain closes: 5 foods that could be the next cupcake
Crumbs Bake Shop Inc., one of the bakeries that helped fuel the cupcake craze that swept the country a couple of years ago, closed all of its stores Monday. But before you shed too many tears over your beloved frosted mini cakes, know that Sprinkles is opening a new location at the Americana at Brand in Glendale, and there’s always Magnolia Bakery and Joan’s on Third.
And for those still riding the cupcake train, might we suggest a few other pastries to swoon over. Here are five sweets that could be the next cupcake.
Vanilla concha from La Monarca Bakery: This bakery makes a classic Mexican sweet bread that’s light, airy and buttery. And as the name suggests, the crunchy vanilla topping is shaped into a decorative pattern resembling a seashell. Eat it by itself, or dunk it into your morning coffee. 5700 Whittier Blvd., Commerce, (323) 869-8800 1300 Wilshire Blvd.
Santa Monica, (310) 451-1114 1001 Mission St., South Pasadena, (626) 403-6860, www.lamonarcabakery.com.
“PopTart” hand pies from Red Bread: Pop-Tarts, the toaster treats, have been around for years, but “PopTart” hand pies from Red Bread bakery are an entirely different breed of pastry. These pies are made with a super flaky crust wrapped around the bakery’s homemade preserves. If you find a flavor you like, make sure you stock up -- the hand pie flavors vary seasonally. 13322 W. Washington Blvd., Los Angeles, (424) 272-5752, www.thebreadisred.com
Guava and cheese refugiado from Porto’s: It may not seem like a winning combination at first, but guava marmalade and cream cheese were made for each other. The two come together in this refugiado pastry from Porto’s. Think of it as a cheese Danish on steroids. 3614 W. Magnolia Blvd., Burbank, (818) 846-9100 315 N. Brand Blvd., Glendale, (818) 956-5996 8233 Firestone Blvd., Downey, (562) 862-8888 www.portosbakery.com.
Kouign amann from McCall’s Meat & Fish: Deputy food editor Betty Hallock called this uber-buttery pastry “as good as or better than any you’ve had in France,” describing it as extra caramelized, over-the-top butter and super flaky. 2117 Hillhurst Ave., Los Angeles, (323) 667-0674, www.mccallsmeatandfish.com.
Imagawayaki from Mitsuri Cafe: If you’ve ever walked past Mitsuri Cafe in Little Tokyo you may have noticed a man or woman standing in the storefront flipping what looks like mini pancakes. Those small pockets of batter are called imagawayaki, a Japanese pastry filled with red bean paste. The outer pastry gets a little crisp around the edges and tastes like a cross between a pancake and a waffle. The bean paste inside is rich and offers a hint of sweetness. Mitsuri Cafe serves theirs hot and fresh out of foil-lined bags. 117 Japanese Village Plaza Mall, Los Angeles, (213) 613-1028.
Collapse of the Cupcake Fad Sends Crumbs Into Supermarkets
As last decade’s gourmet cupcake craze fades away, the 62-store Crumbs Bake Shop chain is shifting its energies from its own struggling outlets to sales through other retailers𠅊nd trying to cash in on another fad.
The company’s latest product to enter the grocery aisle is a croissant-doughnut hybrid dubbed the Crumbnut, which will be available at BJ’s Wholesale Clubs starting on Monday, alongside traditional cupcakes, giant cupcakes that serve 10, mini cupcakes, and cupcake-shaped ice cream cakes. If Crumbnut has a familiar ring, maybe you’re thinking of the much-hyped Cronut sold at New York’s Dominique Ansel Bakery, with long lines of eager patrons waiting outside the single store for almost a year now.
It’s the closest thing to a new dessert fad since the cupcake went mainstream, and Crumbs is no stranger to such trends. “We believe that trends in food can and should be enjoyed by all,” says Chief Executive Officer Ed Slezak, who assumed the role earlier this year.
Slezak says he expects more “meaningful numbers” this year, which he views as a period of transition for the company. “I don’t know that cupcakes by themselves are a big enough classification to run a substantial business on,” he admits. “We’re modifying and retuning our objectives from opening stores to a franchise model, looking at product extensions, and licensing𠅎xtending our brand through great products being sold at terrific retailers.”
It’s a stark turn from the company’s old strategy of “opening new stores in an effort to expand its presence in those existing markets in which Crumbs already operates, as well as to enter new markets,” as an old filing with the Security and Exchange Commission described it. Of course, many others in the chain-restaurant business have established their products’ presence on supermarket shelves, including coffee from Starbucks, Dunkin’ Donuts, and soon McDonald’s Taco Bell’s hot sauce and Nathan’s Famous hot dogs. The freezer aisle likewise has California Pizza Kitchen pizzas, TGI Friday’s snacks, and White Castle sliders.
In 2003, when Crumbs opened its first cupcake shop in Manhattan, interest in single-serve treats was just starting to pick up speed. Magnolia Bakery had been featured on Sex and the City a few years earlier, an event credited for spreading the fad throughout New York City and beyond. The phrase 𠇌upcake trend” started appearing in news stories around the country, and 2011 brought a Crumbs listing on the Nasdaq exchange and about four dozen stores spread across California, Illinois, Connecticut, New Jersey, Virginia, and Washington, D.C.
But things quickly became a frosted mess for Crumbs, which opened too many stores too close to one another and began cannibalizing its own sales even as competitors joined in on the cupcake boom. Same-store sales plummeted, and last year the Wall Street Journal declared that the “gourmet-cupcake market is crashing.”
Crumbs tried to branch out beyond baked sweets, offering lunch items such as sandwiches and salads, only to discontinue the program. Slezak says the Crumbnut, which made its debut in the fall, was “the last great thing that we put out there. … We’ve done very well with it.” Asked about the Crumbnut, a spokeswoman for original Cronut maker Dominique Ansel Bakery wrote in an e-mail: “People selling croissant doughnuts or generic items have happened for a while now, to very little fan fare. This is not something we have a problem with.”
Downfall of Crumbs bakery shows limits of American cupcake addiction
America’s decade-long cupcake craze, which transformed elementary school treats into trendy desserts in Manhattan and Beverly Hills, is on the wane.
The demise of Crumbs Bake Shop Inc., which shuttered its 48 remaining stores this week, showed the limits of getting Americans to pay almost $5 for a snack. After initially planning to open 200 stores nationwide, the chain struggled to expand beyond its home base in New York and a few other pockets of affluence. The company lost tens of millions of dollars and now faces default on more than $14 million in loans.
While Crumbs had unique challenges, including the demands of being a public company, the industry faces a painfully crowded market for baked goods and is seeking ways to enliven a fad that’s lost its novelty. Sprinkles Cupcakes Inc. has opened 24-hour cupcake ATMs in six cities, including Dallas, aiming to give people a new reason to visit their stores. For most Americans, though, the excitement may have run its course.
“When you see something that gains adoption so rapidly, that suggests it might also decline rapidly,” said Neeru Paharia, an assistant professor of marketing at Georgetown University who keeps an eye on the lines at nearby Georgetown Cupcake. “It peaks really early and crashes.”
In the 12-month period ending in April, cake servings at restaurants — including cupcake places — declined 1 percent, according to NPD Group Inc. That compares with an 8 percent rise in the corresponding period of 2011, when the cupcake trend was going strong.
Typical Americans lack the cash to turn gourmet cupcakes into an everyday purchase, even with celebrities like Oprah Winfrey touting them. That means the market at best was small, said Bonnie Riggs, an analyst at NPD in Rosemont, Ill.
“You’re not going to be buying these discretionary purchases unless you’re part of the 1 percent,” Riggs said. “It’s not going to be middle America.”
Dessert-focused places like Crumbs also suffer from competition from restaurants that carry more than just sweets. And while doughnut chains such as Dunkin’ Brands Group Inc. have proven their staying power, their food is seen as more versatile.
“People are not going to eat a cupcake for breakfast,” said Peter Saleh, an analyst at Telsey Advisory Group in New York. “It’s not a very sustainable business model where people are going to come in and eat the same thing every day. You eat a cupcake every day, and you’ll be dead.”
Two other chains, Sprinkles and Magnolia Bakery, say they’re avoiding Crumbs’ fate by expanding more slowly and trying new things.
“We’ve been mindful of where and when we’ve expanded,” said Sara Gramling, a spokeswoman for Magnolia Bakery in New York. “We know it’s not always interesting for our customers to have that one product category of cupcakes, so we’re always trying to add new items for them to choose from.”
Sprinkles has added food trucks, ice cream and cookies to entice customers. It’s also never opened more than five locations in a year, said Charles Nelson, co-founder of the Beverly Hills, Calif., chain, which started in 2005.
“We’ve always tried to be very cautious,” he said. “We’re still very positive on the industry.”
Crumbs made its own efforts to diversify the business, including selling a croissant-doughnut hybrid called a crumbnut. The move was an attempt to capitalize on the popularity of cronuts, the wildly popular creation of the Dominique Ansel Bakery in New York. It also forged deals to sell Crumbs-branded coffee and cake mixes, though the licensing pacts weren’t enough to improve the company’s finances.