Melissa Ben-Ishay couldn’t have predicted when she started her own mini cupcake line that her products would one day end up in Target stores across the country.
As Parade reported earlier this week, the overnight sensation cupcake brand Baked by Melissa is officially headed to Target stores with its first-ever collection of at-home baking kits, including three cupcake kit flavors and all the bite-sized baking accessories to match.
Launching with such a massive retailer is no small feat for the brand, which started out as a passion project 18 years ago.
In 2008, the mastermind behind the brand, Ben-Ishay, had found herself unemployed after being fired from her job as an advertising assistant. But what initially seemed like a career setback would ultimately lead to a much sweeter opportunity.
After losing the job that she admittedly “wasn’t passionate about,” Ben-Ishay’s brother, Brian Bushell, insisted that it was a blessing in disguise. He told her, “Go home and bake your cupcakes; we’ll start a business out of it” — and so she did.
Ben-Ishay was already known among her friends and family for making her special tie dye cupcakes, but she adopted three new additional flavors: s’mores, cookie dough, and peanut butter cup. She baked the cupcakes in her New York City apartment, decided on a name for the brand, and ultimately landed a tasting with an NYC caterer, and the rest was history. She brought the bite-sized cupcakes to the tasting, with her logo (the same logo the brand has today) printed out and glued onto the top of the box.
From there, Baked by Melissa exploded. The brand started baking cupcakes for events and holiday markets, then a pop-up shop, and eventually, a pickup window in Soho. Now, Baked by Melissa has nine locations, and ships handmade mini cupcakes nationwide.
And, fans can now bake the delicious treats in the comfort of their own kitchens, thanks to the new Baked by Melissa at-home baking kits, available exclusively at Target. The cupcake kits, priced at $8.99 each, are expected to arrive in Target stores nationwide by Saturday, Nov. 7. Target will also be stocked with Baked by Melissa cupcake liners for $3 and silicone pans from $12.99 to $25.99.
Related: Amazon Announces Its #1 Cookbook of the Year
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