Food & Beverage

Edible adds cupcakes, cooking classes

Now available at an Edible near you, cupcakes, in time for Mother's Day. (Photo provided)

April 2, 2021

In plenty of time for Mother's Day on May 9, delivered gift e-commerce company, Edible, has not only added cupcakes to its Bakeshop lineup, but is also offering a product that will teach dear ol' mom — or better yet dad or kids — how to make those cupcakes themselves through a partnership with the Boston-based America's Test Kitchen, which many know from its PBS broadcast.

The nationwide rollout of cupcakes follows a successful first year for Edible Bakeshop and brings the product category's total sales to $55 million since its launch last September. In fact, Edible said in a news release that within three weeks of introducing Madagascar Vanilla Bean and Chocolate Truffle cupcakes, the company depleted its entire inventory by selling out of what was supposed to be a three-month supply.

"Given the overwhelmingly positive reception of cupcakes and the continued growth of Edible Bakeshop as a whole, we expect baked goods to quickly become one of our top product categories moving forward and anticipate it to be a leader over Mother's Day weekend this year," Cheikh Mboup, Edible president and COO, said in the release.

Edible's partnership with America's Test Kitchen adds an experiential option to the brand's Mother's Day gifts. From now through May 23, a one-month online cooking school membership with America's Test Kitchen — which offers more than 320 cooking courses — will be available for purchase as part of Edible's Mother's Day bundles or as add-ons to other gifts from edible.com.

"Food is the perfect way to express appreciation for all that moms do, and America's Test Kitchen is excited to partner with Edible Arrangements to help celebrate Mother's Day," Jack Bishop, America's Test Kitchen chief creative officer said in the release. "Our joint offering ensures that on top of a wonderful arrangement, Moms will have the opportunity to build their cooking skills with our renowned cooking instructors."

Edible and parent company Edible Brands, based in Atlanta, is the world's largest franchisor of stores offering all-natural fruit snacks, dipped treats and fresh fruit arrangements with more than 1,100 locations worldwide. America's Test Kitchen is a 60,000-square-foot facility in Boston's Seaport District that employs more than 50 test cooks and 40,000 volunteer home cooks to find the top recipes for consumers to make at home.