Baked by Melissa Enters Target With Its First At-Home Cupcake Mix

Baked by Melissa, the New York-based dessert brand known for its colourful bite-size cupcakes, is expanding its retail presence through a new partnership with Target. The company is bringing its first at-home cupcake baking kits to the retailer, giving customers an opportunity to recreate its signature treats in their own kitchens.

The launch forms part of Target’s expanded holiday food and gifting selection for 2026. The retailer has highlighted Baked by Melissa’s new baking mixes among its seasonal food offerings, which include more than 250 new food and beverage products.

Bringing the Cupcake Experience Into Homes

The move represents a new direction for Baked by Melissa, which has built its reputation around individually crafted, miniature cupcakes sold through its stores and online delivery business.

Rather than purchasing ready-made cupcakes, customers can now use the brand’s baking kits to prepare bite-size treats at home. Target’s online listings feature several options, including Red Velvet Bite-Size Cupcake Kit, Christmas Tie-Dye Bite-Size Cupcake Kit and Marshmallow Hot Cocoa Bite-Size Cupcake Kit.

The listed kits are priced at $7.99 each, positioning them as accessible options for home baking, seasonal celebrations and holiday gatherings.

Target Expands Its Holiday Food Selection

Baked by Melissa’s arrival is part of Target’s broader strategy to strengthen its holiday assortment with new food products, seasonal treats and gift-friendly items.

The retailer is adding more than 250 new food and beverage products for the holiday season, alongside hundreds of Target-exclusive finds. The expanded selection is designed to serve customers looking for convenient entertaining options, festive gifts and products that bring something different to seasonal celebrations.

The inclusion of a recognisable dessert brand also gives Target an opportunity to attract shoppers interested in speciality treats and new at-home food experiences.

A New Growth Opportunity for Baked by Melissa

Founded in 2008 by Melissa Ben-Ishay, Baked by Melissa has grown from a New York cupcake business into a national dessert brand. Its products are known for their small portions, distinctive flavours and colourful presentation, with nationwide shipping available through its online store.

The Target launch adds another channel to the company's retail and direct-to-consumer operations. It also allows the brand to reach customers who may not regularly purchase its freshly prepared cupcakes but are interested in making its products at home.

As food brands continue to expand beyond traditional retail formats, the partnership highlights the growing appeal of branded baking kits and convenient home dessert experiences. For Baked by Melissa, the move brings its signature cupcake concept to a much wider audience during one of the busiest shopping seasons of the year.

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