Cupcake brand Crumbs, an old NYC favorite, is coming back—but this time with a major online presence. 

Cupcake brand Crumbs, an old NYC favorite, is coming back—but this time with a major online presence. The bakery chain once held over 50 stores across the U.S., and almost a decade after closing they’re bringing their signature brand back with a digital store. This month, the brand is relaunching some of their classics, including their famed “squiggle,” red velvet, and cookies and cream cupcakes. While they also plan on featuring updated products (like jarred cookies) on grocery store shelves, Crumbs is hoping their online storefront will tap into older Millennial customers who are nostalgic for the cupcakes they grew up on. YPulse’s The End of Foodie Culture (As We Know It) trend report shows that Millennials are more interested in foodie culture than Gen Z—and they’re also more likely to order food delivery from a website / app. (Modern Retail)