Crumbs Whips Up Baking Line

Crumbs Bake Shop is cooking up something new with the specialty foods manufacturer Pelican Bay–cupcake mixes and kits.

The Crumbs Bake Shop line will include cupcake mixes, hot chocolate kits, cupcake-in-a-mug kits and a colossal cupcake kit that will be sold at mass merchants, mid-tier merchants, club stores, craft stores and specialty stores across the U.S., as well as on the Crumbs website.

The baking mixes will come in six flavors inspired by Crumbs’ cupcakes–Happy Birthday, Blackout, Peanut Butter Cup, Red Velvet, Cookies n' Cream and Cookie Dough, with Happy Birthday, Red Velvet, Peanut Butter Cup and Blackout also available in cupcake-in-a-mug kits.

"The creation of these innovative cupcake mixes and gift items through our partnership with Pelican Bay is a natural step in the continued expansion and extension of the Crumbs brand,” says Edward Slezak, interim chief executive officer and general counsel, Crumbs Bake Shop. “These types of partnerships provide Crumbs with the opportunity to offer some of the best aspects of our brand to new customers in markets we do not yet reach."