What Baked by Melissa does

Baked by Melissa is a New York-based, founder-led specialty bakery founded in 2008 by Melissa Ben-Ishay, operating around a signature bite-size cupcake format that enables sampling of many flavors in single curated or custom-configured packs. The company runs a Shopify-powered D2C e-commerce storefront with nationwide cold-chain shipping, same-day Manhattan delivery, in-store pickup, and 14 owned retail locations across the United States, supported by a 268-SKU catalog that spans classic, gluten-free (13 SKUs), vegan (6 SKUs), no-nut (39 SKUs), and kosher (138 SKUs) assortments. Revenue is generated primarily through fixed-unit pricing on multi-flavor packs (6/12/25/50/100-count at $10–$140), supplemented by a dedicated Corporate Gifts sales motion, wedding and event catering, and a Sweet Rewards loyalty program.

The company's growth engine is its high-profile brand collaboration pipeline, which pairs Baked by Melissa with IP holders, CPG brands, and lifestyle companies across entertainment (Paramount/PAW Patrol, Jazwares/Squishmallows, Taylor Swift), candy and snacks (Ferrero/Kinder Bueno, Ferrero Butterfinger/CRUNCH/Baby Ruth/100 Grand, SunChips, Good Culture, Simply Lemonade, TABASCO, Claussen), beauty (essie), and coffee (Jack's Coffee) — including the first-ever PAW Patrol baked-goods licensing deal. Operationally, the company relies on a proprietary handcrafted bite-size production system scaled across multiple SKUs with demand-forecasting for peak gifting holidays, plus a tightly integrated omnichannel infrastructure (retail, e-commerce, same-day local delivery, B2B sales, co-retail partnerships).

In March 2026, co-founder Melissa Ben-Ishay transitioned from CEO to President and former CFO Sanjay Khetan was promoted to CEO, at which point the company publicly disclosed it is preparing for a potential acquisition following 18 years of consistent year-over-year revenue growth. The brand is described as a 'multi-million dollar' business in Forbes and Fortune coverage, with no specific revenue figure publicly disclosed.

Name

Baked by Melissa

Legal name

Baked by Melissa

Website

https://bakedbymelissa.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Baked by Melissa is a New York-founded specialty bakery that designs, produces, and ships handcrafted bite-size cupcakes nationwide through a Shopify D2C storefront, 14 owned retail stores, same-day Manhattan delivery, and a B2B corporate-gifting service, serving individual gift-givers, brides, corporate clients, and specialty-diet consumers via a 268-SKU catalog and a steady pipeline of brand collaborations.

Ownership category

akta.pro rank

Product category

Specialty Bakery / Confectionery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060)

akta.pro primary industry

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH)

akta.pro secondary industry

Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Bite-size cupcakes
• Specialty diet bakery
• Customizable cupcake packs
• Corporate dessert gifting
• Bakery direct-to-consumer

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct-to-consumer cupcake sales: Primary revenue stream from online and in-store sales of bite-size cupcakes sold in curated packs (6, 12, 25, 50, 100-count) and party packs at fixed unit prices.
2. Corporate gifting and B2B orders: B2B service selling curated cupcake gift boxes, client appreciation gifts, dessert catering, and customized cupcake designs for corporate clients nationwide.
3. Wedding and event catering: Revenue from wedding favors, dessert tables, and event catering with build-your-own flavor selection and customized cupcake designs.
4. Limited-edition brand collaborations and licensing: Revenue and brand-equity value from co-branded, limited-edition cupcake collections with IP and CPG partners including PAW Patrol/Paramount, Squishmallows/Jazwares, Kinder/Ferrero, essie, SunChips, Tabasco, Claussen, Good Culture, Simply Lemonade, and Jack's Coffee.
5. Sweet Rewards loyalty program: Recurring-customer engagement program offering exclusive discounts and free cupcakes to drive repeat purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Baked by Melissa handcrafts and sells bite-size cupcakes sold in curated and customizable multi-flavor packs ranging from 6 to 100 counts, including specialty dietary variants (vegan, gluten-free, kosher, no-nut) and licensed brand collaborations. Distribution is through 14 owned retail stores nationwide, an owned Shopify e-commerce site with nationwide shipping, same-day Manhattan delivery, in-store pickup, and a dedicated corporate gifting, weddings, and events service.

Differentiator

Problem solved

Functional benefit

Products and services

• Bite-Size Cupcakes Handcrafted bite-size mini cupcakes in curated flavor assortments (e.g., Latest & Greatest, Fan Favorites, Tie-Dye, Original Greats) sold in pack sizes from 6 to 100 for nationwide shipping, same-day Manhattan delivery, and in-store pickup.
• Pick Your Flavors Customizable Cupcake Packs Configurator offering that lets customers hand-pick their own flavors of bite-size cupcakes in 25-count ($42.00), 50-count ($75.00), and 100-count ($140.00) packs across the full assortment menu.
• Birthday Cupcakes Collection Themed collection of bite-size cupcake gift boxes (Birthday Gift Box 25-Pack, Groovy Birthday Gift Box 50-Pack, Pink Birthday Gift Box, Midnight Birthday Gift Box, Zodiac Birthday Boxes, etc.) targeted at birthday gifting and party packs.
• Gluten-Free Cupcakes Specialty gluten-free bite-size cupcake assortments offered in 25-packs, 50-packs, 100-packs, and gift-box configurations for birthdays, tie-dye, sending love, and zodiac occasions.
• Vegan Cupcakes Plant-based bite-size cupcake assortments, including Vegan Zodiac Cupcakes and Vegan Classic Tie-Dye Gift Box.
• No-Nut Cupcakes Allergen-conscious bite-size cupcake line, including No-Nut Original Greats in 25-pack and 100-pack formats.
• Pride Cupcakes Collection Limited Pride-themed bite-size cupcake collection with All The Pride Gift Box and Pride Cupcakes offerings.
• 4th of July Cupcakes Collection Seasonal Independence Day collection featuring Firecracker Cupcakes 50-Pack and S'mores & Stripes Cupcakes 25-Pack.
• Wedding & Engagement Cupcakes Bite-size cupcakes packaged for wedding and engagement gifting, including customizable favor options.
• PAW Patrol Cupcake Collection Licensed bite-size cupcake collection co-developed with Paramount Consumer Products / PAW Patrol, including 25-packs, 6-packs with character-themed sleeves, and gift boxes, marking the franchise's first-ever baked goods licensing deal.
• Corporate Gifts Service B2B gifting program offering build-your-own corporate cupcake orders, client appreciation gifts, and dedicated account support for sending treats nationwide to teams and clients year-round.
• Weddings and Catering Service Service offering for wedding favors, dessert tables, dessert catering, and customized cupcake designs with build-your-own flavor selection and nationwide delivery to events.

Quantifiable outcome

• 14 retail locations nationwide (from a single founding location)
• +3 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered major, flagship and minor.

• Jack's CoffeemajorGTM or Marketing Partner · 16 May 2026Baked by Melissa launched a limited-edition collaboration with Jack's Coffee, transforming coffee drinks into bite-sized cupcakes (Jack's Cold Brew Cupcake with coffee filling and white chocolate brittle, and the Vanilla Cold Foam Cupcake). Available through September 8 at Jack's Sag Harbor and Amagansett locations and all Baked by Melissa retail stores. Marks Baked by Melissa's first entry into the Hamptons market.
• essie (nail polish)flagshipGTM or Marketing Partner · 10 March 2026Baked by Melissa's first major beauty brand collaboration with essie, creating limited-edition cupcakes inspired by essie's Gourmet Grocery nail polish collection — translating shades Marshmallow, Berry Naughty, and Unsalted into cupcake flavors, reflecting beauty-food crossover and sensory marketing trends.
• Ferrero (Kinder Bueno and Kinder Chocolate)flagshipStrategic or Co-development Partner · 24 January 2026Baked by Melissa partnered with Ferrero's Kinder Bueno and Kinder Chocolate to launch limited-edition bite-size cupcakes in four flavors inspired by the chocolate brands' profiles. Available through February 14 at $37 for a 25-pack and $19 for a 12-pack; coincides with Kinder Bueno's first-ever Super Bowl commercial on February 8 and supports Kinder's push into the U.S. market.
• Taylor Swift (Life of a Showgirl album)majorOEM/ Whitelabel/ Licensing Partner · 27 September 2025Baked by Melissa released a limited-edition Taylor Swift-inspired 'Showgirl Cupcakes' pack celebrating the 'Life of a Showgirl' album, available starting September 26, 2025. Colorful cupcake designs reference the pop star and her music.
• Ferrero (Butterfinger, CRUNCH, Baby Ruth, 100 Grand)flagshipStrategic or Co-development Partner · 8 September 2025Baked by Melissa's first-ever candy collaboration with Ferrero, producing a six-flavor limited-time cupcake collection inspired by Butterfinger, CRUNCH, Baby Ruth, and 100 Grand for Halloween. Available September 8–26 across online, retail, and delivery channels; announced as Baked by Melissa's first candy-bar-inspired cupcake collection.
• Simply LemonademajorStrategic or Co-development Partner · 2 September 2025Baked by Melissa collaborated with Simply Lemonade on a new cupcake line, announced by Bakemag on September 2, 2025.
• Frito-Lay (SunChips)majorStrategic or Co-development Partner · 29 July 2025SunChips (Frito-Lay) and Baked by Melissa announced a summer collaboration on a limited-edition cupcake collection inspired by SunChips flavors — Honey BBQ, Harvest Cheddar, and Garden Salsa — sold at Baked by Melissa locations and online.
• Paramount Consumer Products (PAW Patrol)flagshipOEM/ Whitelabel/ Licensing Partner · 7 July 2025Baked by Melissa announced a licensing partnership with Paramount Consumer Products to launch an exclusive PAW Patrol cupcake collection — the franchise's first-ever baked goods licensing deal. Collection includes 25-packs, 6-packs with character-themed sleeves, and gift boxes sold in-store, online, and via nationwide shipping. Targets Millennial parents and the children's birthday celebration market.
• Good Culture (cottage cheese)majorStrategic or Co-development Partner · 6 June 2025Good Culture and Baked by Melissa launched a limited-edition 'Cottage Cookie Crunch' cupcake made with Good Culture's cottage cheese, available at all Baked by Melissa locations and online from June 9 through June 13. Continues the high-profile brand collaboration strategy following TABASCO, Squishmallows, and Claussen Pickles.
• Retail Touchpoints (demand forecasting)minorOthers · 8 May 2025Retail Touchpoints featured Baked by Melissa in a how-it-works article about demand forecasting helping the brand deliver joy on Mother's Day, providing thought-leadership exposure.
• TABASCOmajorGTM or Marketing Partner · 14 January 2025Baked by Melissa and TABASCO released a fiery limited-time offering of TABASCO-infused cupcakes as an LTO (limited-time offer).
• Jazwares (Squishmallows)flagshipOEM/ Whitelabel/ Licensing Partner · 5 December 2024Jazwares announced a limited-time collaboration with Baked by Melissa to launch a Squishmallows-themed collection of bite-sized cupcakes available December 5–31 at stores and online nationwide. Six cupcake flavors representing popular Squishmallow characters, with pricing from $10.25 (6-pack) to $135 (100-pack), wrapped in exclusive co-branded packaging.
• Claussen PicklesmajorGTM or Marketing Partner · 11 July 2024Claussen Pickles and Baked by Melissa celebrated National Pickle Month with an exclusive Pickle Cupcake — a limited-edition co-branded cupcake launch announced by Business Wire on July 11, 2024.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Magnolia Bakery: Iconic NYC cupcake and dessert brand with nationwide shipping and retail locations. Directly comparable to Baked by Melissa as a premium-positioned NYC-origin cupcake and baked-goods gifting brand with similar occasion-based marketing.
• Sprinkles Cupcakes: Cupcake-focused chain with retail stores and nationwide shipping. Closely comparable as a branded cupcake retailer competing in the same gifting and special-occasion dessert occasion.
• Milk Bar: NYC-born dessert brand known for innovative treats, nationwide shipping, and bakery retail. Comparable as a culturally influential, founder-led NYC dessert brand with strong e-commerce and gifting programs.
• Crumbl Cookies: High-growth dessert franchise built around rotating weekly limited-edition flavors, brand collaborations, and nationwide retail. Directly comparable on the rotating-LTO collaboration engine and gifting use case, though in cookies rather than cupcakes.
• Insomnia Cookies: D2C dessert delivery brand with late-night nationwide shipping and a strong gifting channel. Comparable on direct-to-consumer dessert shipping, occasion-driven marketing, and a college/millennial consumer base.
• Levain Bakery: NYC-founded artisan cookie and baked-goods brand with multiple retail locations and nationwide shipping. Comparable as a premium NYC-origin bakery brand with a cult following and gifting-oriented e-commerce.
• Georgetown Cupcake: Cupcake-specialty retail and shipping brand with strong TV-driven brand recognition. Comparable as a premium-positioned cupcake retailer with nationwide shipping and an occasion-gifting orientation.
• Tiff's Treats: Warm-cookie delivery and gifting brand with nationwide shipping and a strong B2B gifting motion. Comparable on gifting-led D2C dessert delivery and corporate/occasion occasion-based revenue mix.
• SusieCakes: Premium dessert brand with a multi-city retail footprint and nationwide shipping focused on classic American desserts. Comparable as a multi-location premium bakery brand with strong gifting and special-occasion positioning.
• Nothing Bundt Cakes: Franchised specialty dessert chain with nationwide retail and strong corporate gifting and event programs. Comparable on occasion-based dessert gifting, B2B corporate channels, and franchise/retail scaling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bakedbymelissa
• Facebookfacebook.com/bakedbymelissa
• Instagraminstagram.com/bakedbymelissa
• TikToktiktok.com/@bakedbymelissa?lang=en
• LinkedInlinkedin.com/company/baked-by-melissa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Baked by Melissa