Ferrero chooses New York cupcake disruptor for spooky collab: ‘This is a pinch me moment’

Key takeaways:

• Collaborations like Ferrero have become a growth engine for Baked by Melissa, driving sales, awareness and customer loyalty.
• CEO Melissa Ben-Ishay insists the brand only partners with companies it genuinely trusts, keeping product integrity ahead of trends.
• The Ferrero deal shows how a New York disruptor can extend its influence and credibility through carefully chosen partnerships.

Ferrero didn’t have to pick Baked by Melissa. The Italian giant has dozens of candy brands under its belt and plenty of potential partners. But when it came to giving its classic bars a seasonal makeover, it tapped the New York bakery that made its name on bite-size cupcakes.

For Ben-Ishay, that call was surreal. “I’ve dreamed of partnering with candy brands like Butterfinger and Crunch since founding the company almost 17 years ago,” she says. “This is a pinch me moment for sure, with ingredients like 100 Grand, Butterfinger, Crunch and Baby Ruth, each flavor is more delicious than the next.”

The range is short and sweet: Butterfinger, Crunch, Baby Ruth and 100 Grand, plus two new spins – Crunch White and Butterfinger Marshmallow. They’re only around until September 26, sold in 25-packs ($37) online and instore across the US, or a 12-pack ($19) instore only. Delivery also available in Manhattan via UberEats, Grubhub and DoorDash.

And while the timing screams Halloween, Ben-Ishay swears she isn’t chasing hashtags. “We don’t follow trends,” she says. “We focus on the integrity of our brand and products. If I create something delicious that I love, I know our customers will feel the same.”

Why collabs matter more than frosting

If you scroll Instagram, collabs look like fun little mashups. But for Baked by Melissa, they’re a growth engine.

“Each collaboration is unique, and we work to ensure it’s mutually beneficial for both Baked by Melissa and our partner,” says Ben-Ishay. “Beyond sales, we look at brand awareness, customer engagement and loyalty. These partnerships also open doors for new opportunities, which is a huge win.”

That strategy has worked. A brand that started in 2008 with trays of mini cupcakes in a Manhattan apartment now has nine shops in New York and New Jersey, ships nationwide and has sold more than 100 million cupcakes.

And the collabs? They’ve brought in partners as different as Wonder bread, Tabasco hot sauce, Squishmallows toys and Paw Patrol. Some silly, some serious, all helping the bakery punch above its weight.

Pulling off the Ferrero mashup

Of course, saying “let’s turn a candy bar into a cupcake” is the easy bit. Making it taste like the real thing takes work.

“We collaborate closely with our partners throughout the entire flavor development process, and as the creative soul behind every flavor, I’m involved at every step,” says Ben-Ishay. “Together, we go through multiple rounds of testing, gathering detailed feedback and thoughtfully balancing our partners’ vision with our expertise.”

Ferrero’s team says the results speak for themselves. “We’re thrilled to team up with Baked by Melissa and give our iconic chocolate brands a bold, bite-sized makeover,” says Sajani Manchanda, senior brand manager at Crunch. “This collaboration is a delicious reminder that classics can spark playful innovation – especially during Halloween, when these crave-worthy flavors take center stage in celebrations.”

Beyond the sugar rush

Halloween gives sales a sugar high, sure. But Ben-Ishay looks at longer-term payoffs.

“Beyond sales, we look at brand awareness, customer engagement and loyalty,” she says. “These partnerships also open doors for new opportunities, which is a huge win.”

And she repeats her mantra often: don’t just jump on whatever’s hot. “We don’t chase trends. We prioritize the integrity of our brand and products. If I’m creating something delicious that I love, I know our customers will feel the same.”

That makes Baked by Melissa picky. “We collaborate with brands we genuinely love and trust – those whose values and standards align with our own,” says Ben-Ishay. “Every partnership is designed to bring our customers a fun, unique experience with Baked by Melissa.”

Ferrero’s stamp of approval proves the approach works. What started as a scrappy apartment bakery is now playing in the big leagues. Or, as Ben-Ishay puts it: “Our shared goal is to create something both delicious and beautiful – ensuring every collaboration is a success.”