Baked by Melissa is entering the at-home baking aisle at Target stores, the retailer's first at-home cupcake mix from the dessert company. As of Sunday, Target is exclusively selling the brand's cupcake kits, liners and a cupcake pan, all in bite-size portions. The line includes three flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa and Red Velvet.
According to CNBC, the move is part of Target's effort to get shoppers to spend more at its stores this holiday season. The report says the retailer is trying to win back its core customer after a disappointing holiday season last year.
Baked by Melissa was founded by Melissa Ben-Ishay in 2008. It has nine permanent locations in the New York area and ships its minicupcakes nationwide. Ben-Ishay told CNBC that she decided to pursue at-home products a year ago, after a trip to Target with her two children. "I love baking cake mix. I truly do. And, quite frankly, sometimes I just think it tastes better," she said.
The report also notes that several restaurant brands have turned to grocery products to boost sales, and that retail timelines move more slowly than the company's usual pace. Ben-Ishay said that bringing retail products to market involved "a lot of waiting and approvals and new partners."