The new CRUMBS retail line of products for supermarkets consists of 19 different SKUs (both cupcakes and cookies) and will be on grocery shelves really soon. JB: Our direct-to-consumer cupcake line will be available in 13 signature flavors, and our (patent pending) new cookie jar line is launching with nine different cookie varieties, many of which were inspired by our cupcake flavors, all of which can be ordered in single-flavors or in mix-and-match variety packs on our website. ALB: How many flavor options are there for both the cookies and cupcakes? We often have a ton of kids in our kitchen, and watching them devour the cookies was my market research. They remind me of the cookies I grew up with but with a twist. Many of the cookies are reminiscent of CRUMBS cupcakes, like Cotton Candy and Red Velvet, and some are fun new flavors like Chocolate Cherry. There are lots of crunchy cookies out there, but not many soft buttery cookies, and I felt it was time to share mine with CRUMBS fans. MB: I always made my cupcakes enormous and over-the-top, and I always made my cookies bite-sized (or two-bite sized) and full of surprises. For our new supermarket line, we created a number of retail packs including a “Best Seller” and a “Fan Favorite” pack which will be available soon in hundreds of supermarkets.Īs far as favorites, Jason’s favorite cupcake is the squiggle (a nod to the old school hostess cupcake) and Mia’s favorite is the raspberry swirl, she’s a vanilla fan (and loves anything with fruit in it)! ALB: Cookies! Everyone loves a cookie-tell us more about those and why it felt like the right time to add them to the CRUMBS family!ĬRUMBS introduces a line of cookie jars © Irma Mauro Our fans will still have the opportunity to create their own assorted packs and pick from the 13 varieties and have them delivered right to their home or office. When we decided to relaunch CRUMBS, we picked our top selling 13 flavors that our fans loved and brought those back. JB: At one point, we were selling almost 100 different flavors in every store, every day, but it was very much the 80/20 rule. ALB: What are your personal favorite cupcake flavors and are there any new ones coming into the mix? We couldn’t be more excited for this new, modern, reinvigorated era of CRUMBS. We are launching on grocery shelves of hundreds of supermarkets in the northeast before the end of this year, adding something fun and fresh to the bakery departments of local markets.Ĭustomers will also be able to get CRUMBS for same day delivery in New York City-a little nod to our original home base-through our delivery partnership with REEF. Now you can get almost anything shipped to your door within days, hours, or even minutes.įolding CRUMBS into that model of online ordering and local delivery makes the most sense for our fans who are based all over the country and for us as we strive to reunite them with CRUMBS wherever they may be. You have to remember, when CRUMBS was around the first time we were living in a totally different world. Jason Bauer: The biggest and most prominent change is our shift from our own brick and mortar stores to our new direct-to-consumer and CPG model. The stars aligned to bring us to this day.ĪLB: What are the biggest ways the brand has evolved and changed in this CRUMBS 2.0 version? There was still so much we wanted to do with the brand. That’s when it dawned on us that this might be the perfect time to bring CRUMBS back and accomplish all the things we never had a chance to do with the brand like creating a line of CRUMBS products for supermarkets, including a new signature line of cookies in these really novel cookie jars. We realized that everyone is in this nostalgic mode right now-in the foods they miss and the fashions that are coming back, everywhere you look people are eager to get a taste of those simpler, sweeter days. When CRUMBS was in its heyday, we were juggling a hyper-growth business and being parents to two very young children, our kids are now teenagers and we have the time it takes to nurture a business. Even all these years later, so many of our fans still talk about the special times they celebrated with CRUMBS cupcakes. During the pandemic, we had time to think back and reflect on the business we built and how it really changed not only our lives, but so many others as well.
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