Crumbs Comes to BJ’s


BJ’s Wholesale Club is exclusively offering an assortment of sweet treats from Crumbs Bake Shop. All 201 club locations in 15 states will feature such items from the famous chain as cupcakes, ice cream cupcakes, ice cream sheet cakes and Crumbnuts — a croissant-doughnut mash-up – all of which were previously only sold at Crumbs locations.

“The Crumbs Bake Shop line of treats fits perfectly with our bakery model of tasty and unique offerings,” said Christina Neppl, EVP of merchandising/logistics at Westborough, Mass.-based BJ’s. “We are the only retailer bringing the Crumbs Bake Shop experience to our members – many of [whom] have not been able to experience Crumbs in their areas.”

Expanding Presence

Among the items on offer at BJ’s are the Signature Cupcake 3-pack of Peanut Butter Cup, Cookies & Cream, and Red Velvet; an oversized Colossal Cupcake serving six to eight; a Crumb Cake 12-pack; a Crumbnuts 4-pack; and an Ice Cream Cupcake 6-pack of Peanut Butter Cup, Cookies & Cream, and Red Velvet, each filled with its respective ice cream flavor. With SRPs ranging from $3.99 to $22.99, the treats are available in the warehouse club chain’s bakery and freezer sections.

“Selling some of our signature desserts at BJ’s affords us the opportunity to introduce Crumbs Bake Shop to new customers and to expand our brand presence beyond our own brick-and-mortar stores,” noted Crumbs CEO and General Counsel Edward M. Slezak.

Since its first location opened in March 2003 on the Upper West Side of Manhattan, New York-based Crumbs has grown to 65 shops in 12 states and the District of Columbia.

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