The original husband-and-wife co-founders behind CRUMBS, responsible for starting the cupcake craze nearly 20 years ago, have relaunched the brand, as well as new products.
Mia and Jason Bauer opened the first CRUMBS in New York in 2003, pioneering the modern bakeshop and paving the path for numerous sweets franchises that followed in their footsteps. CRUMBS’ massive success and popularity, evident in the lines of fans outside over 50 locations across the country and millions of cupcakes sold, prompted the company’s eventual sale in 2012. After changing hands and under its new management, CRUMBS’ last store closed in 2016. Ten years following its sale and the Bauer’s exit, in the midst of the waning pandemic and after some nostalgic soul searching, Mia and Jason made the decision to bring CRUMBS back.
Keeping up with the habits of today’s consumers, CRUMBS cupcakes and their new cookie jar line will ship directly to doorsteps nationwide through the company’s website, with same day delivery available where the CRUMBS story began in NYC. The new CPG retail line of cupcakes and cookies have already been authorized into many major supermarket chains in the Northeast and will be available on the shelves in hundreds of doors by year end.
“It is so amazing to think that some of the people who loved CRUMBS growing up will now get to order and share our cupcakes with their children for the first time,” said Mia. “Like so many others, we were sad when CRUMBS closed its doors all those years ago, so being able to bring it back to life, at this time when reconnecting with people and reminiscing about happy times feels especially needed, is really meaningful and feels like a gift.”
CRUMBS relaunch comes with the same cupcake varieties that pioneered the gourmet cupcake category years ago that their fans knew and loved. Available in 12-packs of mini cupcakes and six-packs of classic cupcakes for supermarkets and their oversized famous signature cupcakes available direct to consumers.