April 6, 2018
Crumbs Bake Shop is planning to launch a new line of products at mass market, including a new cookie line and chocolate bar, among other confectionary items. Under the direction of Marcus Lemonis, entrepreneur and host of CNBC's reality series "The Profit," Crumbs will partner with companies across the U.S. to develop new confectionary treats.
Lemonis and Fischer Enterprises bought the brand in July as part of a bankruptcy filing. While the chain's standalone retail locations were closed this summer, fans can still get their Crumbs fix at more than 200 BJ's Wholesale Clubs across the U.S.
The new products will be sold at BJ's, mass grocers and convenience stores, as well as on the Crumbs website.
Crumbs will begin to product test multiple fresh products in several markets across the U.S. over the new few months. The new offerings will not only be comprised of typical sweet treats but also regional and seasonal favorites including the already popular Crumbnut, a doughnut-croissant hybrid, and the new Baissant, which is a combination of the bagel and croissant.
"I think there is tremendous opportunity to expand the Crumbs offering, build on the company's growth strategy and to leverage the collaborations between Crumbs and other companies in my portfolio," says Lemonis. "As we look to take the Crumbs brand back to its origin of being a bake shop, and not a cupcake store, customers can expect to see products such as ice cream, cookies, candy, coffee and other tasty treats. Our commitment to reviving the Crumbs brand will be evident through these new products and offerings across all Crumbs locations."
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