Press Release

Cupcakes, Crumbnuts and Ice Cream Cake, Oh My

BJ's Wholesale Club Exclusive Retailer to Carry a Variety of Crumbs Bake Shop Items

April 14, 2014 10:00 AM EDT

BOSTON, April 14, 2014 -- Crumbs Bake Shop (NASDAQ: CRMB) fans rejoice! BJ's Wholesale Club is satisfying members' cravings for sweets by exclusively carrying an assortment of the famous bakery's sweet treats. All 201 club locations in 15 states will carry a variety of items including signature cupcakes, ice cream cupcakes, ice cream sheet cakes and Crumbnuts— a cross between a croissant and a donut. Until now, the delectable desserts were only available at Crumbs Bake Shops.

"The Crumbs Bake Shop line of treats fits perfectly with our bakery model of tasty and unique offerings," said Christina Neppl, executive vice president of merchandising/logistics at BJ's Wholesale Club. "We are the only retailer bringing the Crumbs Bake Shop experience to our members – many of which have not been able to experience Crumbs in their areas – and we are so thrilled to be able to satisfy our member's sweet cravings with these famous desserts."

The Crumbs Bake Shop menu at BJ's Wholesale Club includes these mouthwatering delights:

  • Signature Cupcake 3-pack: Peanut Butter Cup, Cookies & Cream and Red Velvet.
  • Colossal Cupcake: Happy Birthday Vanilla cake mix with rainbow sprinkles, filled with vanilla buttercream, topped with cream cheese frosting and yellow rosette in the center. This oversized cupcake serves 6-8.
  • Crumb Cake 12-pack: Bite-sized crumb cakes with a cinnamon streusel topping made with real cinnamon and cream cheese.
  • Crumbnuts 4-pack: Part croissant, part doughnut, all delicious! Dusted with cinnamon and sugar.
  • Ice Cream Sheet Cakes (18-inch):
    • Happy Birthday Vanilla cake with rainbow sprinkles and vanilla ice cream. Frosted with vanilla icing and finished with yellow rosettes sprinkled with edible rainbow confetti.  
    • Cookie Dough Vanilla cake and vanilla ice cream with cookie dough chunks mixed-in. The cake is frosted with vanilla icing, edged with chocolate rosettes and topped with cookie dough chunks and chocolate drizzle.
  • Ice Cream Cakes (8-inch round):
    • Red Velvet cake and cheesecake-flavored ice cream with red velvet cake chunks mixed-in. The red velvet ice cream cake is frosted with vanilla icing and edged with vanilla rosettes and topped with red velvet cake chunks, cheesecake dough chunks and white chocolate drizzle.
    • Peanut Butter Cup chocolate cake and peanut butter ice cream, frosted with peanut butter icing and topped with chocolate rosettes, mini peanut butter cups and chocolate drizzle.
  • Ice Cream Cupcake 6-pack: Peanut Butter Cup, Cookies & Cream and Red Velvet each filled with respective ice cream flavors.

"We are thrilled to have BJ's Wholesale Club as the launch partner for our new and rapidly expanding licensing program, and to be able to offer the Crumbs Bake Shop experience to all of BJ's customers," said Edward M. Slezak, chief executive officer and general counsel of Crumbs Bake Shop. "Selling some of our signature desserts at BJ's affords us the opportunity to introduce Crumbs Bake Shop to new customers and to expand our brand presence beyond our own brick and mortar stores."

Crumbs Bake Shop items will retail from $3.99 to $22.99 and can be found in the bakery department and freezer sections of all BJ's Wholesale Club locations.

About BJ's Wholesale Club
BJ's is dedicated to providing members with high-quality, brand-name food and merchandise at prices that are significantly lower than supermarkets, supercenters, department stores, drug stores and specialty retail stores.  BJ's carries the most product variety of any Membership club with more than 7,000 items, including supermarket-sized staples, USDA Choice meats and stock-up items, as well as all-natural and organic products. BJ's is the only membership club to accept all manufacturers' coupons and for greater convenience, offers the most payment options including EBT.

Headquartered in Westborough, Massachusetts, BJ's Wholesale Club, Inc. is a leading operator of warehouse clubs in the eastern United States.  The Company currently operates 201 clubs and in 15 eastern states.  Learn more and shop online at or for exclusive content visit and

About Crumbs Bake Shop
The first Crumbs Bake Shop opened in March 2003 on the Upper West Side of Manhattan and is well known for its innovative and oversized gourmet cupcakes. The Company currently has 65 locations in 12 states and the District of Columbia.


SOURCE BJ's Wholesale Club