Baked by Melissa enters Target with first at-home cupcake mix

Summary

• Baked by Melissa enters Target's at-home baking aisle with exclusive cupcake kits, liners, and a pan in bite-size portions.
• The product line features three holiday flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa, & Red Velvet.
• The expansion aligns with a broader industry trend of restaurants & food brands launching consumer packaged goods to boost sales.
• Baked by Melissa was founded by Melissa Ben-Ishay in 2008 & operates nine permanent locations in the New York area while shipping nationwide.
• The brand has over 2.8 million TikTok followers & has previously collaborated with Ferrero & Wonder.
• Ben-Ishay decided to launch at-home baking products after visiting a Target baking aisle with her children one year ago.
• Developing retail products required a longer timeline involving waiting, approvals, & new partners compared to the company's rapid production of themed minicupcakes.
• The launch coincides with Target's effort to attract core customers during the critical holiday shopping season.
• Ben-Ishay selected Target as the initial retail partner because she identifies as a 42-year-old mother of two who frequently shops there.