Baked by Melissa Launches Cupcake Kits at Target

The New York bakery brand's bite-size cupcake line is now sold exclusively at Target stores ahead of the holiday season.

Updated on Nov. 3, 2026 in Baking

Gouache-painted editorial illustration of a plain metal cupcake pan and stacked paper liners on a warm cream counter in soft window light. — Baked by Melissa is now selling its bite-size cupcake liners, pans, and at-home baking kits exclusively in Target stores ahead of the holiday season. AI Illustration. Upload story photo >

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Do you plan to buy holiday baking kits or treats this season?

Baked by Melissa has launched at-home bite-size cupcake kits, liners, and a cupcake pan exclusively in Target stores. The line includes three flavors: Christmas Tie-Dye, Marshmallow Hot Cocoa, and Red Velvet.

Why it matters

Target is working to win back its core shoppers during the holiday season after a disappointing prior holiday period. The move also reflects restaurant and food brands turning to packaged consumer goods to strengthen sales.

The line includes three flavors (Christmas Tie-Dye, Marshmallow Hot Cocoa, and Red Velvet) sold as kits, liners, and a cupcake pan. Baked by Melissa was founded in 2008 and operates nine permanent locations in the New York area.

The players

Baked by Melissa

A New York-based bakery brand founded in 2008 by Melissa Ben-Ishay, known for its bite-size cupcakes and a TikTok account with more than 2.8 million followers.

Target

A major U.S. general merchandise retailer that is working to win back core shoppers during the holiday season after a disappointing prior year.

The details

Baked by Melissa is rolling out its bite-size cupcake liners, pans, and at-home baking kits in the at-home baking aisle of Target stores. Founder Melissa Ben-Ishay decided to pursue at-home products a year ago during a trip to Target.

June: The New York Knicks won the NBA championship, and Baked by Melissa created Knicks-branded minicupcakes.
A year before launch: Ben-Ishay decided to pursue at-home baking products during a Target trip.
November 2, 2026: Target began exclusively selling Baked by Melissa cupcake products.
The next two months: Target's critical holiday period to win back core customers.

Culture Shift

The launch fits a broader pattern in which restaurant and social-media food brands move into packaged at-home products. Brands with large online followings are extending their reach into grocery and mass-retail shelves.

Shoppers can now buy Baked by Melissa cupcake kits, liners, and pans in the at-home baking aisle of Target stores. The three flavors offer a ready-made option for holiday baking without a bakery visit.

The takeaway

Brands with strong social followings can translate online popularity into retail sales through partnerships with major chains. Home bakers looking for holiday treats can now find bite-size cupcake kits on store shelves.