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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.

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Lebanon Must Disarm Hezbollah to Have a Shot at Better Days, Says US Envoy

Thomas Barrack at the Brooklyn Federal Courthouse in Brooklyn, New York, U.S., November 4, 2022. Photo: REUTERS/Brendan McDermid/File Photo

i24 News – Lebanon’s daunting social, economic and political issues would not get resolved unless the state persists in the efforts to disarm Hezbollah, the Iranian proxy behind so much of the unrest and destruction, special US envoy Tom Barrack told The National.

“You have Israel on one side, you have Iran on the other, and now you have Syria manifesting itself so quickly that if Lebanon doesn’t move, it’s going to be Bilad Al Sham again,” he said, using the historical Arabic name for the region sometimes known as “larger Syria.”

The official stressed the need to follow through on promises to disarm the Iranian proxy, which suffered severe blows from Israel in the past year, including the elimination of its entire leadership, and is considered a weakened though still dangerous jihadist outfit.

“There are issues that we have to arm wrestle with each other over to come to a final conclusion. Remember, we have an agreement, it was a great agreement. The problem is, nobody followed it,” he told The National.

Barrack spoke on the heels of a trip to Beirut, where he proposed a diplomatic plan for the region involving the full disarmament of Hezbollah by the Lebanese state.

The post Lebanon Must Disarm Hezbollah to Have a Shot at Better Days, Says US Envoy first appeared on Algemeiner.com.

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Report: Putin Urges Iran to Accept ‘Zero Enrichment’ Nuclear Deal With US

Russian President Vladimir Putin meets Iranian counterpart Masoud Pezeshkian on the sidelines of a cultural forum dedicated to the 300th anniversary of the birth of the Turkmen poet and philosopher Magtymguly Fragi, in Ashgabat, Turkmenistan, Oct. 11, 2024. Photo: Sputnik/Alexander Scherbak/Pool via REUTERS

i24 News – Russian President Vladimir Putin has told Iranian leadership that he supports the idea of a nuclear deal in which Iran is unable to enrich uranium, the Axios website reported on Saturday. The Russian strongman also relayed the message to his American counterpart, President Donald Trump, the report said.

Iranian news agency Tasnim issued a denial, citing an “informed source” as saying Putin had not sent any message to Iran in this regard.

Also on Saturday, Iran’s Foreign Minister Abbas Araghchi stated that “Any negotiated solution must respect Iran’s right to enrichment. No agreement without recognizing our right to enrichment. If negotiations occur, the only topic will be the nuclear program. No other issues, especially defense or military matters, will be on the agenda.”

The post Report: Putin Urges Iran to Accept ‘Zero Enrichment’ Nuclear Deal With US first appeared on Algemeiner.com.

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Syria’s Al-Sharaa Attending At Least One Meeting With Israeli Officials in Azerbaijan

Syrian President Ahmed al-Sharaa speaks during a joint press conference with French President Emmanuel Macron after a meeting at the Elysee Palace in Paris, France, May 7, 2025. Photo: REUTERS/Stephanie Lecocq/Pool

i24 News – Syrian President Ahmed Al-Sharaa is attending at least one meeting with Israeli officials in Azerbaijan today, despite sources in Damascus claiming he wasn’t attending, a Syrian source close to President Al-Sharaa tells i24NEWS.

The Syrian source stated that this is a series of two or three meetings between the sides, with Syrian Foreign Minister Asaad al-Shaibani also in attendance, along with Ahmed Al-Dalati, the Syrian government’s liaison for security meetings with Israel.

The high-level Israeli delegation includes a special envoy of Israeli Prime Minister Netanyahu, as well as security and military figures.

The purpose of the meetings is to discuss further details of the security agreement to be signed between Israel and Syria, the Iranian threat in Syria and Lebanon, Hezbollah’s weapons, the weapons of Palestinian militias, the Palestinians camps in Lebanon, and the future of Palestinian refugees from Gaza in the region.

The possibility of opening an Israeli coordination office in Damascus, without diplomatic status, might also be discussed.

The source stated that the decision to hold the meetings in Azerbaijan, made by Israel and the US, is intended to send a message to Iran.

The post Syria’s Al-Sharaa Attending At Least One Meeting With Israeli Officials in Azerbaijan first appeared on Algemeiner.com.

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