Baked by Melissa will enter the at-home baking aisle in Target stores as the retailer tries to persuade shoppers to spend more at its locations this holiday season.
As of Sunday, Target is exclusively selling the brand’s cupcake kits, liners and a cupcake pan, all in the dessert company’s signature bite-size portions. The line includes three cupcake flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa and Red Velvet.
The company’s entry into at-home baking comes as a number of restaurants turn to consumer packaged goods to boost sales in an otherwise challenging time for the industry.
Some players, such as California Pizza Kitchen and TGI Fridays, have licensed their brands for frozen foods for decades. But other restaurant chains, including Chick-fil-A and Dutch Bros, have leaned into grocery products much more recently. For smaller companies, such as Momofuku or Carbone, space on a grocery shelf helps extend brand reach and gives…
