Baked by Melissa is launching bite-size cupcake kits at Target. Its first at-home mix.
For years, the company sold tiny cupcakes to people who wanted tiny cupcakes and did not want to lift a finger. Now it sells them to people who will lift a finger. Possibly two.
Progress.
The timing is the real genius. Target is heading into the holiday shopping season. That is when Americans wander the aisles for a single roll of tape and leave with a kayak, a throw blanket shaped like a taco, and a cupcake kit. Baked by Melissa knows this. Baked by Melissa has seen your receipts.
Consider the product itself. A cupcake mix. Flour, sugar, and a box. Bite-size, so you can eat forty and still tell yourself you had a snack.
Retail traders will read this headline and rush to buy Target stock. They will cite the cupcakes. They will say "cupcake catalyst" out loud, in a kitchen, to a spouse who is already looking at apartments. I have seen the charts. The chart is a line. It goes up and down, like every line since lines were invented.
Target has not said how many boxes it expects to sell. Neither have I. I am a technical analyst, and my technical analysis says a cupcake is round on top.
Baked by Melissa built its name on the idea that you should not have to bake. Then it sold you a box so you could bake. That is not a pivot. That is a confession.
Buy the kit, retail traders. It is the only thing you will ever successfully make rise.
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