Baked by Melissa is now selling its first at-home baking products at Target stores. As of Sunday, Target carries the brand's cupcake kits, liners and a cupcake pan, all in the company's bite-size portions. The line includes three flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa and Red Velvet.
According to CNBC, the move comes as Target tries to get shoppers to spend more at its stores this holiday season. The report says that after a disappointing holiday season last year, the retailer is working to win back its core customer, a shopper that often resembles Baked by Melissa founder Melissa Ben-Ishay.
Ben-Ishay founded the company in 2008. It has nine permanent locations in the New York area and ships its minicupcakes nationwide. She told CNBC she decided to pursue at-home products about a year ago, after a trip to Target with her two children. She said the baking aisle made her feel the brand "should be here." Ben-Ishay also said retail moves more slowly than the company's usual pace, citing "a lot of waiting and approvals and new partners."
The report also says other restaurant brands, including Chick-fil-A and Dutch Bros, have recently expanded into grocery products.