Baked by Melissa debuts at-home cupcake kits in Target stores

Starting this Sunday, Target shoppers can find the brand’s signature minicupcake kits in three varieties: Christmas Tie-Dye, Marshmallow Hot Cocoa, and Red Velvet. The collection, which includes branded liners and a custom pan, marks a significant pivot for Ben-Ishay’s New York-based business. While her company is known for nine physical locations and nationwide shipping, the expansion into retail offers a lower-cost entry point for millions of followers who engage with her viral recipe content on TikTok.

This partnership reflects a growing industry strategy where restaurant chains, from Momofuku to Chick-fil-A, leverage brand equity to capture shelf space. For Ben-Ishay, the transition from rapid-response social media trends to the methodical pace of retail was a year-long challenge involving complex approvals and new supply chain partners. The launch comes at a critical juncture for Target, which aims to recover from last year’s lackluster holiday performance by stocking products that resonate with its core demographic of busy parents.