Baked by Melissa Launches Cupcake Kits at Target

At-home baking products are becoming a new retail opportunity for restaurant and dessert brands, with Baked by Melissa joining the trend through an exclusive launch at Target stores. The New York-based company introduced cupcake kits, liners and baking pans ahead of the holiday shopping season, according to CNBC's Nov. 3, 2026 report.

The collection became available Sunday and features the company's signature miniature cupcake format. Customers can choose from three flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa and Red Velvet.

The launch marks Baked by Melissa's first move into at-home cupcake mixes. The products allow customers to recreate the brand's bite-size desserts at home while giving the company access to Target's nationwide retail network.

Founder Melissa Ben-Ishay said the idea had been under consideration for several years. She decided to move forward approximately a year ago after visiting Target with her two children and seeing an opportunity in its baking section.

She described the moment that prompted the decision during an interview with CNBC.

"Baked by Melissa should be here," Ben-Ishay said.

Ben-Ishay also expressed confidence in the appeal of ready-made baking products, drawing on her own experience making desserts at home.

"I love baking cake mix. I truly do. And, quite frankly, sometimes I just think it tastes better," Ben-Ishay said.

The transition into retail required a different development process from the company's usual product launches. CNBC reported that the business previously created New York Knicks-branded miniature cupcakes within days of the team's NBA championship victory in June.

Developing packaged baking products, however, involved additional coordination with retail partners and approval procedures.

Ben-Ishay described the longer development timeline involved in bringing the products to stores.

"A lot of waiting and approvals and new partners," Ben-Ishay said.

The company ultimately brought its baking collection to Target shelves approximately 12 months after Ben-Ishay decided to pursue the idea.

She explained that Target was a natural starting point because of her familiarity with the retailer as a parent and regular customer.

"We started with Target because I'm a 42-year-old mom of two, and I find myself there a lot," Ben-Ishay said.

Founded by Ben-Ishay in 2008, Baked by Melissa operates nine permanent locations in the New York area and ships its miniature cupcakes nationwide, according to CNBC.

The company has also built a substantial audience through social media. Its TikTok account has more than 2.8 million followers, supported by popular recipe videos, including content featuring green goddess salad dressing.

That visibility has helped the brand secure collaborations with Ferrero and Wonder, extending its presence beyond its physical stores.

Baked by Melissa's retail expansion reflects a broader shift among restaurant companies seeking additional revenue through consumer packaged goods. Established chains such as California Pizza Kitchen and TGI Fridays have licensed their brands for frozen foods for decades.

More recently, Chick-fil-A and Dutch Bros have also expanded into grocery products. Smaller food businesses, including Momofuku and Carbone, have used retail distribution to introduce their products to customers who might otherwise have limited access to their restaurants.

For Target, the holiday season represents an important period as the retailer works to attract its core customers following a disappointing holiday season the previous year. The Baked by Melissa collection adds another specialty food offering to its stores during that retail period.