bake - November/December 2022 - 54

WINNING PROMOTIONS
COMEBACK FOR
crumbs
The Original Crumbs is launching a comeback under the guidance of
the company's original owners. Mia and Jason Bauer, original founders
of Crumbs Bakeshop, are back to relaunch the iconic brand that
pioneered the gourmet cupcake nearly 20 years ago in 2003, and later
helped spawn the cupcake craze that spread across the globe.
Previously, a rapid growth plan under different management as a
publicly traded company turned sour for Crumbs Bakeshop, which
in 2014 announced that it was closing its nearly 50 remaining stores
nationwide, according to published reports. Crumbs had grown to
dozens of stores, and analysts remarked that the speed of growth
proved too much to handle profitably.
However, when an opportunity presented itself to recapture and
relaunch the brand, the Bauers did not hesitate. Ten years following
its sale and the Bauers' exit, in the midst of the waning pandemic,
they made the decision to bring Crumbs back to its roots and deliver
their signature cupcakes in addition to a new line of cookies.
To keep up with today's snacking trends, Crumbs cupcakes and
the new cookie jar line will ship directly to doorsteps nationwide
through the company's website, with same day delivery available in
New York City through UberEats, GrubHub, Doordash, Seamless
and Postmates through a partnership with REEF Kitchens. The new
CPG retail line of cupcakes and cookies have already been authorized
into many major supermarket chains in the Northeast and will
be available on the shelves in hundreds of stores by year's end.
" It is so amazing to think that some of the people who loved
Crumbs growing up will now get to order and share our cupcakes
with their children for the first time, " says Mia Bauer. " Like so
many others, we were sad when Crumbs closed its doors all those
years ago, so being able to bring it back to life, at this time when
reconnecting with people and reminiscing about happy times feels
especially needed, is really meaningful and feels like a gift. "
1. Publication Title: bake
2. Publication Number: 6407
3. Filing Date: September 23, 2022
4. Issue of Frequency: Bimonthly
5. Number of Issues Published Annually: 6
6. Annual Subscription Price: Free for Qualified/
$60 for Non-qualified
7. Complete Mailing Address of Known Office of
Publication: Sosland Companies Inc., Dustin Pickman.
4801 Main St., Ste 650, Kansas City, MO 64112-2513
8. Complete Mailing Address of Headquarters or General
Business Office of Publisher: Same as above
9. Full Names and Complete Mailing Addresses of
Publisher, Editor, and Managing Editor - Publisher:
Troy Ashby, Sosland Companies, Inc., 4801 Main St.,
Suite 650, Kansas City, MO 64112-2513; Editor: John
Unrein, same as above. Managing editor: Andy Nelson,
same as above.
10. Owner - Charles S. Sosland and L. Joshua Sosland,
Sosland Companies, Inc., 4801 Main St., Ste. 650,
Kansas City, MO 64112-2513
11. Known Bondholders, Mortgagees, and Other Security
Holders Owning or Holding 1 Percent or More of Total
Amount of Bonds, Mortgages or Other Securities: None
12. Tax Status: Not applicable
13. Publication Title: bake
14. Issue Date for Circulation Data Below:
September/October 2022
STATEMENT OF OWNERSHIP, MANAGEMENT, and CIRCULATION
15. Extent and Nature of Circulation
Average No. Copies
Each Issue During
Preceding
a. Total Number of Copies (Net press run)
b. Legitimate Paid and/or Requested Distribution
(1) Outside-County Paid/ Paid/Requested Mail
Subscriptions Stated on PS Form 3541.
(2) In-County Paid/Requested Mail Subscriptions
Stated on PS Form 3541
(4) Requested Copies Distributed by Other
Classes Mailed Through the USPS
c. Total Paid and/or Requested Circulation
[Sum of 15b 1, 2, 3 & 4]
(1) Outside County Nonrequested Copies
Stated on PS Form 3541
d. Nonrequested Distribution (By Mail and Outside the Mail)
2,886
2,868
(include Sample copies, requests Over 3 years old, Requests induced by a Premium,
Bulk Sales and Requests including Association Requests, Names obtained from
Business Directories, Lists and other sources)
(2) In-County Nonrequested Copies Stated on PS 3541 (include Sample Copies,
Requests Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests
Including Association Requests, Names obtained from Business Directories, Lists, and
other sources)
(3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g. FirstClass
Mail, Nonrequestor Copies Mailed in excess of 10% Limited Mailed at Standard Mail or
Package Services Rates)
12 Months
15,964
11,645
(3) Sales Through Dealers and Carriers, Street Vendors,
Counter Sales, and Other Non-USPS Paid Distribution 208
11,853
No. Copies of
Single Issue
Published Nearest
to Filing Date
15,916
11,841
215
12,056
(4) Nonrequested Copies Distributed Outside the Mail
(include Pickup Stands, Trade Shows,
Showrooms and Other Sources)
e. Total Nonrequested Distribution
(Sum of 15d (1), (2), and (3)
f. Total Distribution (Sum of 15c and 15e)
g. Copies not Distributed
h. Total (Sum of 15f and 15g)
i. Percent Paid and/or Requested Circulation
16. Electronic Copy Circulation
a. Requested and Paid Electronic Copies
b. Total Requested and Paid Print Copies
(Line 15c) + Requested/Paid Electronic
Copies (Line 16a)
c. Total Requested Copy Distribution (Line 15f)
+ Requested/Paid Electronic Copies (Line 16a)
d. Percent Paid and/or Requested Circulation
(Both Print & Electronic Copies)
(16b divided by 16c x 100)
256
33
3,142
14,995
969
15,964
79%
1,205
13,058
16,200
81%
2,901
14,957
959
15,916
81%
1,294
13,350
16,251
82%
I certify that 50% of all my distributed copies (electronic and print) are legitimate requests
or paid copies.
17. Publication of Statement of Ownership for a Requester Publication is required and will
be printed in the November/December 2022 issue of this publicatiion
18. Dustin Pickman, Audience Development Director - Date 9/23/2022
I certify that all information furnished on this form is true and complete. I understand that
anyone who furnishes false or misleading information on this form or who omits material
or information requested on the form may be subject to criminal sanctions (including
fines and imprisonment) and/or civil sanctions (including civil penalties).
JOHN UNREIN / SOSLAND PUBLISHING COMPANY

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