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Baked by Melissa cupcake kits launch at Target
CNBC • • business
Key Points:
- Baked by Melissa is launching exclusive cupcake kits, liners, and a cupcake pan in Target stores, featuring three holiday-themed flavors, marking the brand's entry into the at-home baking market.
- This move aligns with a broader trend of restaurants and food brands expanding into consumer packaged goods to boost sales amid industry challenges.
- Founded in 2008 with nine New York locations, Baked by Melissa has gained national recognition partly due to founder Melissa Ben-Ishay's strong social media presence, including over 2.8 million TikTok followers.
- The decision to enter retail was inspired by Ben-Ishay's personal shopping experience at Target, aiming to reach customers who resemble her core demographic of busy parents.
- The product launch comes at a crucial time for Target as it seeks to attract its core shoppers and improve sales during the important holiday season following a disappointing previous year.
