Connect with us

RSS

Crumbs cupcakes, founded by a Jewish couple, makes a comeback

(New York Jewish Week) — Picture the Upper West Side, circa 2003, the year that Jewish couple Mia and Jason Bauer opened Crumbs Bake Shop at Amsterdam Avenue and 75th Street. In the wake of a cupcake craze kicked off by a “Sex and the City” scene filmed at Magnolia Bakery, fans lined up for Crumbs’ oversized cupcakes, available in inventive varieties like Black-Bottom Cheesecake Brownie, Grasshopper and Squiggle, a gargantuan riff on the traditional Hostess cupcake.

The wildly popular Manhattan bakery quickly grew into a chain — by 2013, Crumbs had more than 70  stores across the country.

Soon, however, the dream crumbled. The Bauers sold the chain in 2011, but by 2014, due to a variety of factors — including increased competition, high real estate costs and general gourmet-cupcake burnout — Crumbs closed its doors. Later that year, an investment group tried to resurrect the troubled brand — reopening some stores and adding challah to the menu on Fridays — but failed.

Now, however, Crumbs is back, with the Bauers again at the helm but with a new business plan: In place of brick-and-mortar bake shops, they are selling desserts online at originalcrumbs.com. They are also offering delivery in New York City through Gopuff, and their baked goods are available at select local supermarket chains, including Gristedes, D’Agostino’s and ShopRite.

“There were things we always wanted to accomplish with the brand that we didn’t have a chance the first time around,” Mia Bauer told the New York Jewish Week. “We didn’t feel like Crumbs kind of petered out the way it deserved to. That wasn’t the ending we foresaw for Crumbs. We really had nurtured it and cultivated it and we felt like it deserved better than that.”

After the original Crumbs folded, Mia spent time raising the couple’s two children in their Short Hills, New Jersey home. She returned to political campaign work, which she was doing prior to becoming a full-time baker. Jason, meanwhile, opened a brokerage business and a spirits company in New York, and also took a corporate position at WeWork.

After a few years, however, the Bauers were ready for a change, and market research confirmed the interest that former Crumbs customers were expressing to Jason.

In 2021, Jason paid just $350 to the U.S. Patent & Trademark Office to revive the brand. Since then, the couple have been analyzing market research, altering their business model, attending trade shows, creating new recipes and designing new packaging. They formally relaunched the business in November 2023 and it is now known as Original Crumbs Bakeshop.

Now, as before, Crumbs products are kosher: Their cupcakes are under National Kosher supervision by Rabbi Aaron Mehlman, and a new product, soft-baked cookies, are OU-Dairy certified. The Bauers keep a kosher home, and as Jason told the New York Jewish Week, “We wouldn’t sell any food as a profession if it weren’t kosher.”

“The highlight of our week is Shabbat, but Jewish principles are woven throughout our daily existence,” said Jason, who, together with his family, belongs to the Kabbalah Centre in Manhattan, as the family splits its time between New Jersey and the Upper East Side.

Kabbalah, Jason added, “informs our every decision both in our personal and business lives.”

When Crumbs first opened 20 years ago, the bakery became known for their “signature” 4.25-inch diameter cupcakes, described now on their website as “twice the size of a normal cupcake.” At the time, such oversized treats were an anomaly.

“I actually didn’t realize they were oversized,” said Mia, who said she began baking as a child of 7 or 8. “That’s how I always made my cupcakes for family and friends. I assume it started out kind of innocently. I had a muffin pan in my home as a kid and that’s what I used. It didn’t occur to me that my cupcakes were that much bigger than the average cupcake.”

When the Bauers launched Crumbs their goal was to bring back the corner bakery, which, in the early 2000s, had started to disappear; the couple realized that supermarkets were basically the only option for baked goods for many people. At the same time, Mia, who had worked in a bakery as a teenager, had been “longing for the experience of a neighborhood bakery,” according to Jason.

While the new iteration of Crumbs isn’t focused on local bakeries, nostalgia still drives its founders: “We wanted to pivot and be the box of cupcakes or package of cookies that people have in their home,” Mia said, recalling fond memories of Entenmann’s cookies.

During Crumbs’ initial run, Mia — who lived in Israel from ages 1 to 7 and admits to a preference for plain white cake with lots of frosting — ended up creating more than 120 cupcake flavors, with about 30 varieties available in each shop at any given time.

These days, the cupcake varieties have been reduced to 12, plus seasonal and holiday flavors. Crumbs still offers their cupcakes in their signature size, as well classic ( aka “normal”) and mini sizes. The classic-size cupcakes are sold in supermarkets, and will now cost a little more than $2, considerably cheaper than the $4.50 bakeries used to charge.

“We’re able to produce them in volume with efficiencies that allows the price point in supermarkets to be significantly less than it was in our stores,” Jason said.

Crumbs 2.0 has added a line of soft batch cookies in eight flavors, most of which are takeoffs of their most popular cupcake flavors, like Cotton Candy, Sprinkle Sundae and Marshmallow Cookies & Cream. The small, soft-baked cookies — much like the Entenmann’s chocolate chip cookies that Mia was so fond of — are packaged in resealable, stackable, plastic cookie jars and cost $8.

“We are pretty fanatical about quality control,” Mia said. “I treated our stores like my kitchen. Even now, in supermarkets, it’s the same quality control.”

According to Jason, every cupcake is still made and decorated by hand, and the cookies are homemade, too. These days, Crumbs has become something of a family business, with the couple’s children —  Annabelle, 15 and Zack, 13 — serving as taste-testers, critics and digital media consultants. “We run by both our kids almost anything social media-related to get their input,” Mia said.

Jason sees their return to the bakery business as bashert, using the Yiddish word for destiny. “We’re both very spiritual people,” he said. “We’ve always felt when the opportunity presented itself to us, there’s a reason it came back into our life, so we couldn’t ignore it.”


The post Crumbs cupcakes, founded by a Jewish couple, makes a comeback appeared first on Jewish Telegraphic Agency.

Continue Reading

RSS

UN Security Council Meets on Iran as Russia, China Push for a Ceasefire

Members of the Security Council cast a vote during a United Nations Security Council meeting on the 3rd anniversary of Russia’s invasion of Ukraine at UN headquarters in New York, US, Feb. 24, 2025. Photo: REUTERS/David Dee Delgado

The U.N. Security Council met on Sunday to discuss US strikes on Iran’s nuclear sites as Russia, China and Pakistan proposed the 15-member body adopt a resolution calling for an immediate and unconditional ceasefire in the Middle East.

It was not immediately clear when it could be put to a vote. The three countries circulated the draft text, said diplomats, and asked members to share their comments by Monday evening. A resolution needs at least nine votes in favor and no vetoes by the United States, France, Britain, Russia or China to pass.

The US is likely to oppose the draft resolution, seen by Reuters, which also condemns attacks on Iran’s nuclear sites and facilities. The text does not name the United States or Israel.

“The bombing of Iranian nuclear facilities by the United States marks a perilous turn in a region that is already reeling,” U.N. Secretary-General Antonio Guterres told the Security Council on Sunday. “We now risk descending into a rathole of retaliation after retaliation.”

“We must act – immediately and decisively – to halt the fighting and return to serious, sustained negotiations on the Iran nuclear program,” Guterres said.

The world awaited Iran’s response on Sunday after President Donald Trump said the US had “obliterated” Tehran’s key nuclear sites, joining Israel in the biggest Western military action against the Islamic Republic since its 1979 revolution.

U.N. nuclear watchdog chief Rafael Grossi told the Security Council that while craters were visible at Iran’s enrichment site buried into a mountain at Fordow, “no one – including the IAEA – is in a position to assess the underground damage.”

Grossi said entrances to tunnels used for the storage of enriched material appear to have been hit at Iran’s sprawling Isfahan nuclear complex, while the fuel enrichment plant at Natanz has been struck again.

“Iran has informed the IAEA there has been no increase in off-site radiation levels at all three sites,” said Grossi, who heads the International Atomic Energy Agency.

Iran requested the U.N. Security Council meeting, calling on the 15-member body “to address this blatant and unlawful act of aggression, to condemn it in the strongest possible terms.”

Israel‘s U.N. Ambassador Danny Danon said in a statement on Sunday that the U.S. and Israel “do not deserve any condemnation, but rather an expression of appreciation and gratitude for making the world a safer place.”

Danon told reporters before the council meeting that it was still early when it came to assessing the impact of the U.S. strikes. When asked if Israel was pursuing regime change in Iran, Danon said: “That’s for the Iranian people to decide, not for us.”

The post UN Security Council Meets on Iran as Russia, China Push for a Ceasefire first appeared on Algemeiner.com.

Continue Reading

RSS

Israel Rejects Critical EU Report Ahead of Ministers’ Meeting

FILE PHOTO: Smoke rises from Gaza after an explosion, as seen from the Israeli side of the border, June 11, 2025. Photo: REUTERS/Amir Cohen/File Photo

Israel has rejected a European Union report saying it may be breaching human rights obligations in Gaza and the West Bank as a “moral and methodological failure,” according to a document seen by Reuters on Sunday.

The note, sent to EU officials ahead of a foreign ministers’ meeting on Monday, said the report by the bloc’s diplomatic service failed to consider Israel’s challenges and was based on inaccurate information.

“The Foreign Ministry of the State of Israel rejects the document … and finds it to be a complete moral and methodological failure,” the note said, adding that it should be dismissed entirely.

The post Israel Rejects Critical EU Report Ahead of Ministers’ Meeting first appeared on Algemeiner.com.

Continue Reading

RSS

Pope Leo Urges International Diplomacy to Prevent ‘Irreparable Abyss’

FILE PHOTO: Pope Leo XIV holds a Jubilee audience on the occasion of the Jubilee of Sport, at St. Peter’s Basilica, at the Vatican June 14, 2025. Photo: REUTERS/Yara Nardi/File Photo

Pope Leo on Sunday said the international community must strive to avoid war that risks opening an “irreparable abyss,” and that diplomacy should take the place of conflict.

US forces struck Iran’s three main nuclear sites overnight, joining an Israeli assault in a major new escalation of conflict in the Middle East as Tehran vowed to defend itself.

“Every member of the international community has a moral responsibility: to stop the tragedy of war before it becomes an irreparable abyss,” Pope Leo said during his weekly prayer with pilgrims.

“No armed victory can compensate for the pain of mothers, the fear of children, the stolen future. Let diplomacy silence the weapons, let nations chart their future with peace efforts, not with violence and bloody conflicts,” he added.

“In this dramatic scenario, which includes Israel and Palestine, the daily suffering of the population, especially in Gaza and other territories, risks being forgotten, where the need for adequate humanitarian support is becoming increasingly urgent,” Pope Leo said.

The post Pope Leo Urges International Diplomacy to Prevent ‘Irreparable Abyss’ first appeared on Algemeiner.com.

Continue Reading

Copyright © 2017 - 2023 Jewish Post & News