Baked by Melissa launched its first at-home baking products at Target starting Sunday. The line includes cupcake mixes, liners, and a pan in the brand's signature bite-size format, available in three holiday flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa, and Red Velvet.
Founded in 2008 by Melissa Ben-Ishay, Baked by Melissa operates nine permanent locations in the New York area and ships minicupcakes nationwide. The brand has built a large social media following, with 2.8 million TikTok followers fueled by recipe videos.
Ben-Ishay decided to pursue at-home baking products a year ago during a Target visit with her children. "I love baking cake mix. I truly do. And, quite frankly, sometimes I just think it tastes better," she said.
The retail process moved slower than the company's typical pace. While Baked by Melissa created New York Knicks-branded minicupcakes in just days after the team won the NBA championship in June, developing retail products required "a lot of waiting and approvals and new partners," Ben-Ishay told CNBC.
Target is rolling out the products during a critical season. The retailer aims to attract shoppers after a disappointing holiday season last year.