What is in this article?:
- Sprinkles' growth plans go beyond cupcakes
- The next generation of Sprinkles
The bakery is making moves to become a global premium dessert brand
Sprinkles Cupcakes, the bakery credited with spurring a modern cupcake craze, is poised for growth with new product lines designed to build the company into a global premium dessert brand.
Sprinkles, which has 12 cupcake bakeries across the country and one in Kuwait, is planning to expand into new cities and countries this year, not only with cupcake shops, but also with a new ice cream and gourmet cookie concept.
“We want to grow as a cupcake brand, but we also want to be known as a premium dessert brand worldwide,” said Charles Nelson, president and co-founder of the company.
When Nelson first opened Sprinkles Cupcakes in Beverly Hills, Calif., in 2005 with his wife and co-founder Candace Nelson, it was one of the first contemporary cupcake-only bakeries.
With its use of top-quality ingredients and contemporary design to recreate the traditional childhood birthday treat, Sprinkles quickly became a celebrity favorite, touted by A-listers from Oprah to Tom Cruise. Candace Nelson added to the brand’s fame by becoming a judge on the Food Network television show “Cupcake Wars,” which is about to film its ninth season.
Last May, the company took its first step away from its cupcake-only focus with the launch of the first Sprinkles Ice Cream shop next door to its original location in Beverly Hills. With ice cream flavors that rotate daily, the shop was designed to complement the cupcake brand. Sundaes, for example, are made with cupcakes, and the shop offers ice cream “sandwiches” between two cupcake tops.
Also on the menu is a line of Sprinkles cookies, baked fresh daily, with unique ice-cream-friendly flavors like salted oatmeal corn flake and peanut butter pretzel chip.
The response to the ice cream shop has “exceeded expectations,” said Nelson, and the company plans to add the concept near its other existing cupcake shops. The company plans to open Sprinkles Ice Cream in April near the chain’s cupcake shop in Newport Beach, Calif., and in Dallas in June.
A new line of Sprinkles chocolate, inspired by the chain’s eclectic cupcake flavors, is coming soon to its cupcake and ice cream outlets. Other desserts, such as doughnuts, are "on the drawing board," Nelson said.