Baked by Melissa Cupcake Kits Launch at Target

Target is selling Baked by Melissa's cupcake kits, liners, and a cupcake pan in its stores. The products are available in the dessert company's signature bite-size portions.

The cupcake line includes three flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa, and Red Velvet.

Baked by Melissa's entry into at-home baking follows a trend among restaurant chains expanding into consumer packaged goods. Some chains, like California Pizza Kitchen and TGI Fridays, have offered frozen foods for years, while others, such as Chick-fil-A and Dutch Bros, have recently entered the grocery market.

Founded in 2008 by Melissa Ben-Ishay, Baked by Melissa has nine permanent locations in the New York area and ships its minicupcakes nationwide.

Ben-Ishay decided to launch at-home baking products after a trip to Target with her two kids, she told CNBC. She believed the brand should be available in the store, stating, 'I love baking cake mix. I truly do. And, quite frankly, sometimes I just think it tastes better.'

The move to retail required more time and approvals compared to Baked by Melissa's usual rapid pace. For example, the company created New York Knicks-branded minicupcakes in just a few days after the team won the NBA championship in June, but figuring out retail products meant 'a lot of waiting and approvals and new partners.'