Edible Launches Two New Initiatives

    Industry News | April 1, 2021

    Edible announced two new initiatives as part of the brand’s continued evolution as a leading eCommerce provider of deliverable gifts and treats: the introduction of Edible Bakeshop cupcakes and a special Mother’s Day digital experience with America’s Test Kitchen (ATK).

    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 the category’s official launch in September of 2020. Within three weeks of introducing Madagascar Vanilla Bean and Chocolate Truffle Cupcakes, Edible depleted its entire inventory and outperformed even its highest expectations by selling out of what was supposed to be a three-month supply. Edible continues to work with its manufacturer to meet the consumer demand and carry on with the selling of this new, exciting product.

    “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,” says Edible president and COO Cheikh Mboup.

    Edible’s partnership with America’s Test Kitchen adds an experiential option to the brand’s wide range of Mother’s Day gifts. From April 1 through May 23, a one-month online cooking school membership with ATK – which offers more than 320 courses from simple skills to advanced recipes – will be available for purchase as part of special 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,” says Jack Bishop, ATK’s Chief Creative Officer. “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."

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