Baked by Melissa has entered the at-home baking market with cupcake kits sold exclusively at Target. The range also includes cupcake liners and a pan, with all products designed around the dessert brand’s signature bite-size portions.
The kits come in three flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa and Red Velvet. They arrived in Target stores on Sunday, ahead of the holiday season, a key period for the retailer as it seeks to encourage shoppers to spend more in its stores.
Founder and company president Melissa Ben-Ishay told CNBC that the company had discussed at-home baking products for years. She decided to move ahead about a year ago after visiting Target’s baking aisle with her two children. The company’s retail launch took longer than some of its other projects, she said, because it involved waiting, approvals and new partners.
Baked by Melissa, founded in 2008, has nine permanent locations in the New York area and ships its minicupcakes nationwide. The brand has also built an audience on TikTok, where its account has more than 2.8 million followers, and has collaborated with Ferrero and Wonder.
The launch follows a broader push by restaurant brands to sell packaged products through grocery and retail channels. For Baked by Melissa, the Target range marks its first move into at-home baking.
Sources: CNBC Markets.