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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.”
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The post Crumbs cupcakes, founded by a Jewish couple, makes a comeback appeared first on Jewish Telegraphic Agency.
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Israeli Forces Redeploy to Northern Gaza to Quell Hamas Resurgence
Smoke rises following Israeli strikes, amid the ongoing conflict between Israel and Hamas, in Jabalia refugee camp northern Gaza Strip, May 13, 2024. Photo: REUTERS/Mahmoud Issa/File Photo
JNS.org – The Israel Defense Forces said on Sunday that Israeli forces had encircled Jabaliya in northern Gaza ahead of an operation there to prevent Hamas from reestablishing itself there.
The army said that soldiers from the 162nd Division were redeployed to the Jabaliya area overnight Saturday after being stationed along the Philadelphi Corridor separating Gaza from Egypt’s Sinai.
Troops from the 401st and 460th brigades had encircled the area and were continuing to operate there on Sunday, according to the IDF. They were assisted by the Israeli Air Force before and during the ground operation, directed by the 215th Brigade. Among the targets hit were weapons storage facilities, underground infrastructure, terrorist cells and additional military sites.
The terror group reported that during the operation 30 people were killed and 150 were injured.
“This operation to systematically dismantle terrorist infrastructure in the area will continue as long as required in order to achieve its objectives,” the IDF said.
The 162nd Division last month defeated Hamas’s Rafah brigade after four months of targeted raids in the Gaza Strip’s southernmost city near the border with Egypt.
Speaking with reporters on Sept. 12, 162nd Division commander Brig. Gen. Itzik Cohen declared that “four battalions have been destroyed, and we have completed operational control over the entire urban area.”
However, intelligence showing a Hamas resurgence in Jabaliya prompted the 162nd Division to move north to the neighborhood.
IDF expands al-Mawasi humanitarian zone
The IDF on Sunday morning published a new evacuation map for the northern Gaza Strip, pointing noncombatants to an expanded humanitarian zone at al-Mawasi, which includes field hospitals, tent complexes, food, water, medicine and medical equipment.
As part of the effort to alert the residents of northern Gaza to get out of the active combat zone, the IDF dropped leaflets from the air and Lt. Col. Avichay Adraee, head of the Arab Media Branch in the IDF Spokesperson’s Unit, tweeted in Arabic with accompanying maps.
“The terrorist Hamas continues its attempts to solidify its terrorist infrastructure in your area, exploiting civilians, shelters and medical facilities as human shields,” Adraee wrote, followed by evacuation details.
“I remind you that the northern Gaza Strip remains a dangerous combat zone,” Adraee warned.
Plans to turn northern Gaza into military zone
Kan News reported around a month ago that senior IDF officials were considering a plan to turn the northern Gaza Strip into a military zone.
Known as the “Island Plan,” it would see the IDF evacuate more than 200,000 Gazans from the northern part of the Strip, placing the area entirely under Israeli military control.
Sinwar wants wider war, not interested in a deal
Hamas leader Yahya Sinwar wants a wider regional war and is not interested in reaching a ceasefire deal, The New York Times reported on Friday, citing U.S. officials.
The article noted that Sinwar, the mastermind of the Oct. 7 massacre and who is believed to be hiding in Gaza’s vast tunnel network, has long believed that he won’t survive the war and has hardened his attitude in recent weeks.
Hamas holds 101 hostages, including 97 of the 251 kidnapped during the onslaught on the northwestern Negev nearly one year ago, in which 1,200 people were killed and thousands more wounded.
“Hamas has shown no desire at all to engage in talks in recent weeks, U.S. officials say. They suspect that Mr. Sinwar has grown more resigned as Israeli forces pursue him and talk about closing in on him,” according to the Times.
“A larger war that puts pressure on Israel and its military would, in Mr. Sinwar’s assessment, force them to scale back operations in Gaza, the U.S. officials said,” it continued.
However, despite the war widening to include an expanded conflict with Hezbollah in Lebanon and a direct engagement with Iran, the Gaza front remains active. American officials said that the failure of Hezbollah and Iran to damage Israel signals the miscalculation made by Sinwar.
The Times article noted that some Israeli officials have questioned whether Sinwar is still alive, with American and Israeli officials acknowledging that there has been no sign of him for months. However, in the absence of hard evidence of his death, U.S. officials believe he is still alive and in charge of Hamas.
Qataris say Sinwar ‘disappeared’
Channel 12 reported on Saturday that the Qatari officials involved in negotiations between Israel and Hamas told the families of hostages in recent days that Sinwar has “disappeared.”
“Sinwar is currently not communicating with us. He has disappeared from us as well and has not made contact. He stopped using phones because of the assassinations, and now he communicates using paper and pen, which makes things very difficult,” the Qataris reportedly told the relatives.
The Qatari officials also told the family members that they believe Sinwar has surrounded himself with hostages and that despite his disappearance, there is no indication that Sinwar is dead.
The Qataris, who maintain close ties with Hamas, also claimed that Israel’s policy of assassinations makes reaching a deal more difficult.
“Israel’s assassination policy has worsened the deal. In the past, there was Haniyeh, and he was assassinated. Now there is Khaled Mashal, and he is much more difficult than Haniyeh,” they were quoted as saying. However, the families of the hostages say that these claims should be taken with caution due to Doha’s close relations with the terror group.
Sharon Sharabi, the brother of Yossi Sharabi, who was murdered in captivity and whose body is being held by Hamas, criticized the Qataris at the meeting, telling them that “the blood of our families is on your hands because you transferred the money to the terrorists, but you may also be the ones who can try to save the hostages.”
The post Israeli Forces Redeploy to Northern Gaza to Quell Hamas Resurgence first appeared on Algemeiner.com.
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NY, MN Shuls Threatened on Rosh Hashanah, Michigan Rabbi Robbed in his Home at Gunpoint
A French police vehicle in the city of Lyon. Photo: Reuters/Xose Bouzas
JNS.org – Police departments in Minneapolis and New York City responded over Rosh Hashanah to threats against Jews worshiping in synagogues.
Minneapolis officers arrested a man on Friday after he allegedly stood outside Temple Israel with a gun on Thursday. The department said that Jaden LeBlanc, 21, also made threatening calls to the Reform congregation last month saying he would “shoot up” the synagogue, KSTP-TV reported.
“Everyone in Minneapolis has the right to feel safe in their communities, and we will ensure our Jewish neighbors are protected as they celebrate the holy days,” Brian O’Hara, the police chief, said, per the television station. “We take all threats made against our religious institutions seriously and will continue to hold the individuals accountable who threaten any of our city’s houses of worship.”
Minnesota Gov. Tim Walz, the Democratic Party’s vice presidential nominee, did not comment on the threat to Minneapolis Jews on social media. (He shared a Rosh Hashanah message on his official governor‘s account, which he reposted from his campaign one.)
New York Gov. Kathy Hochul, a Democrat, released a statement on Friday following “multiple” bomb threats at synagogues in the state earlier that day.
“After a comprehensive investigation, it has been determined these were not credible threats. Recognizing the potential for disruptions during this time of year, I had already directed the New York State Police to coordinate with local law enforcement to ensure the safety of all communities,” the governor stated. “This deployment will continue at least through the anniversary of the Oct. 7 terror attacks.”
“These threats are horrific and unacceptable—and targeting houses of worship on one of the holiest days of the Jewish calendar is particularly craven,” she stated. “We will not tolerate acts of antisemitism or attempts to incite fear. New Yorkers stand united against all forms of hate and violence.”
Also on Rosh Hashanah, a gunman robbed a rabbi in his home as he held a meal with University of Michigan students, the Detroit News reported.
“Late last night, a group of Jewish students had gathered for dinner at the Southfield home of a local rabbi when, shortly before 11 p.m., an armed individual entered through an open backdoor, stole a bag and fled,” Santa Ono, the university president, stated. “No one was injured and law enforcement officials with the Southfield Police Department are investigating this as a home invasion and a crime of opportunity.”
Per the Detroit News, the gunman did more than just enter, steal a bag and flee. “Investigators believe the suspect, a black man in his late teens or early 20s, entered the home through the back door with a handgun and stated, ‘I’m taking everything, give me everything,’ according to the release,” the paper reported. “The occupants of the home exited through the front door, police said. Officers searched the home, but the suspect had left.”
The post NY, MN Shuls Threatened on Rosh Hashanah, Michigan Rabbi Robbed in his Home at Gunpoint first appeared on Algemeiner.com.
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US States Order Flags at Half-Staff to Mark Oct. 7 Anniversary
New York Gov. Kathy Hochul delivering remarks on major legislation requiring colleges and universities in the state to strengthen hate crime policies. Photo: Darren McGee/Office of Governor Kathy Hochul
Multiple US states will lower their flags to half-mast during the day on Monday to mark the one-year anniversary of Hamas’s Oct. 7 terror attack in southern Israel.
“The hearts of Iowans go out to the innocent Israeli families and American citizens killed by Hamas,” stated Iowa Gov. Kim Reynolds, a Republican, who ordered flags lowered at the state Capitol building and on all public grounds and sites in the state. (She encouraged individuals, businesses, schools and others to do the same.)
“Iran and its terrorist proxies continue to attack, as Israeli forces fight to protect their people against the forces of evil,” Reynolds added. “Iowa stands, as it always has, with Israel.”
New York Gov. Kathy Hochul, a Democrat, ordered flags at state buildings at half-mast and that more than 12 landmarks—including several bridges, Empire State Plaza, Niagara Falls, Moynihan Train Hall and 1 World Trade Center—be lit up in yellow “in solidarity with Israel and the hostages still in captivity.”
“One year after the horrific atrocities committed against the people of Israel, my heart goes out to the victims and their families,” Hochul stated. “New York stands with Israel—today and every day.”
“As the home of the largest Jewish population outside of Israel, we will do everything in our power to defend against the forces of hatred and stand firmly against those who perpetuate it,” Hochul added.
Arkansas Gov. Sarah Huckabee Sanders, a Republican, ordered that the state flag be flown at half-mast throughout Arkansas on Monday.
“Israel is right, and the terrorists are wrong,” she stated. “Arkansas stands with Israel, prays for Israel and supports Israel as they fight to defeat the terrorists and bring the hostages home.”
“This week, Iran launched a missile attack against Israel, emphasizing that this conflict is far from over,” Huckabee Sanders added. “Alongside the ongoing attacks against Israel, there has been a shocking rise in antisemitism and pro-Hamas protests in the United States. These activists deny Israel’s fundamental right to defend itself in this war between good and evil.”
New Jersey Gov. Phil Murphy, a Democrat, and Montana Gov. Greg Gianforte, a Republican, also ordered flags at half-staff on Oct. 7.
“One year after the tragedies of Oct. 7, 2023, we continue to mourn the devastating losses and urge all parties to reach an agreement that immediately returns every hostage and puts an end to the continued suffering of civilians in Israel, Gaza and throughout the region,” Murphy stated.
“Our hearts go out to the families that have been shattered by the terrorist attacks on Oct. 7 and the humanitarian suffering that followed, and we continue to pray for a swift end to the war and restoration of peace across the region,” he added.
“In remembrance of the one-year anniversary of the horrific Oct. 7 terrorist attacks, I invite all Montanans to join me in remembering the innocent victims who were brutally murdered or injured during acts of war committed by Hamas and for the seven Americans still held hostage,” Gianforte stated.
“The State of Montana continues to stand with Israel and the Jewish people as they continue to face unspeakable persecution, hatred and terrorism,” he added.
The post US States Order Flags at Half-Staff to Mark Oct. 7 Anniversary first appeared on Algemeiner.com.