Crumbs to sell treats at grocery stores

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The two Crumbs Bake Shops in Chicago haven’t reopened but fans will be able to buy some goods anyway. The company is working on new products that will be sold at Crumbs locations, mass-market groceries and convenience stores as well as online at

“I think there is tremendous opportunity to expand the Crumbs offering, build on the company’s growth strategy and to leverage the collaborations between Crumbs and other companies in my portfolio,” Marcus Lemonis said in a news release. “As we look to take the Crumbs brand back to its origin of being a bake shop, and not a cupcake store, customers can expect to see products such as ice cream, cookies, candy, coffee and other tasty treats.”

Crumbs will test products in several markets across the United States. The products will be branded and approved by Crumbs and sold to local grocery store bakeries. The new products include the Crumbnut, a doughnut-croissant hybrid, and the new Baissant, a bagel and croissant mashup.

“Our commitment to reviving the Crumbs brand will be evident through these new products and offerings across all Crumbs locations,” Lemonis said. “The research and test marketing is an extension of that commitment to offer the consumer the best products available.”

Crumbs Bake Shops filed bankruptcy this summer and was snapped up by Chicago businessman Marcus Lemonis and Fischer Enterprises, which owns Dippin’ Dots ice cream. Lemonis is chairman and chief executive of Lincolnshire’s Camping World and star of CNBC’s show “The Profit.”

‘The Profit’s’ Marcus Lemonis on his failed bid for Portillo’s, plans for Crumbs


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