Baked by Melissa Lands Exclusive Cupcake Mix Line at Target Stores

Target began exclusively selling Baked by Melissa's first at-home cupcake mixes on Sunday, marking the New York dessert chain's move from boutique bakeries into the retail baking aisle. The line covers three flavors — Christmas Tie-Dye, Marshmallow Hot Cocoa and Red Velvet — plus cupcake kits, liners and a cupcake pan, all built around the brand's signature bite-size portions.

Founder Melissa Ben-Ishay said the deal puts her products exactly where she believes they belong. "We started with Target because I'm a 42-year-old mom of two, and I find myself there a lot," she told CNBC. She's also unapologetic about the format: "I love baking cake mix. I truly do. And, quite frankly, sometimes I just think it tastes better," Ben-Ishay said.

Why is a cupcake shop selling boxed mixes?

Baked by Melissa, founded in 2008, runs nine permanent locations in the New York area and ships its minicupcakes nationwide. Retail shelf space gives regional brands a cheaper way to reach customers who might never book a trip to one of its shops.

The company joins a broader restaurant-industry push into consumer packaged goods during a tough stretch for dining. California Pizza Kitchen and TGI Fridays have licensed their brands for frozen foods for decades. Chick-fil-A and Dutch Bros moved into grocery much more recently. Smaller players such as Momofuku and Carbone use shelf space to extend brand reach and let consumers try their food without a reservation — and at a much lower price.

How did the Target deal come about?

Ben-Ishay had discussed at-home baking products for years, she told CNBC. She decided to act a year ago during a trip to Target with her two kids. A spin through the baking aisle convinced her that Baked by Melissa "should be there," she said.

The timeline reflects retail's slower clock. Baked by Melissa needed just a few days to create New York Knicks-branded minicupcakes after the team won the NBA championship in June. Retail products demanded "a lot of waiting and approvals and new partners," Ben-Ishay said. Twelve months after her aisle moment, the mixes hit shelves.

What does this mean for Target's holidays?

The launch lands just ahead of the critical holiday shopping season. Target spent last holiday season disappointing investors, and the next two months will test whether it can win back its core customer. That shopper, by the company's own framing, looks a lot like Ben-Ishay herself — a suburban parent who shops the store regularly.

Baked by Melissa carries outsized brand recognition for a nine-location chain. Its TikTok account has more than 2.8 million followers, driven by viral recipe videos such as Ben-Ishay's green goddess salad dressing. That social media profile has already produced collaborations with Ferrero and Wonder.

The bet cuts both ways. Target gets an exclusive, TikTok-familiar brand to anchor its baking aisle during the holidays. Baked by Melissa gets national shelf presence without opening a single store — and a chance to prove its brand travels beyond the five boroughs.