The Original Crumbs is launching a comeback under the guidance of the company’s original owners. Mia and Jason Bauer, original founders of Crumbs Bakeshop, are back to relaunch the iconic brand that pioneered the gourmet cupcake nearly 20 years ago in 2003, and later helped spawn the cupcake craze that spread across the globe.
But a rapid growth plan under different management as a publicly traded company turned sour for Crumbs Bakeshop, which in 2014 announced that it was closing its nearly 50 remaining stores nationwide, according to published reports. Crumbs Bakeshop, which opened its first location in 2003, had grown to dozens of stores, and analysts remarked that the speed of growth proved too much to handle profitably.
However, when an opportunity presented itself to recapture and relaunch the brand, Mia and Jason Bauer did not hesitate. Ten years following its sale and the Bauer’s exit, in the midst of the waning pandemic, they made the decision to bring Crumbs back to its roots and deliver their signature cupcakes in addition to a new line of cookies.
To keep up with today’s snacking trends, Crumbs cupcakes and the new cookie jar line will ship directly to doorsteps nationwide through the company’s website, with same day delivery available in New York City through UberEats, GrubHub, Doordash, Seamless and Postmates through a partnership with REEF Kitchens. 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,” says Mia Bauer. “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.”
The Crumbs relaunch comes with the same cupcake varieties that pioneered the gourmet cupcake category decades ago, available in twelve-packs of mini cupcakes and six-packs of classic cupcakes for supermarkets and oversized famous signature cupcakes available direct to consumer. The new cookie jars, made by Mia with her signature recipes, also feature its most popular cupcake flavors, including Cotton Candy, Sprinkle Sundae and Red Velvet.