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Melissa Ben-Ishay, founder of Baked by Melissa, transitioned from an advertising career into building a multi-million-dollar cupcake company, becoming a CEO and author.
Baked by Melissa collaborated with Tabasco, creating a Tabasco-infused red velvet cupcake, showcasing 'unexpected flavor duos' for a sweet and spicy partnership.
Baked by Melissa teamed up with Squishmallows for an exclusive collection featuring six Squishmallows holiday characters, combining cuteness with delicious cupcakes.
Baked by Melissa partnered with Native, showcasing a collaboration relevant to their customer base.
Baked by Melissa engaged in a partnership with Weight Watchers, indicating a focus on broader lifestyle aspects.
Baked by Melissa undertook a collaboration with Claussen, creating unique flavors as part of their strategy for innovation and new products.
Baked by Melissa partnered with Cabot cheese to create a Cabot Cheddar cupcake, pairing savory with sweet, reflecting the brand's 'unexpected duos' concept.
Baked by Melissa partnered with iconic candy brands Butterfinger and CRUNCH to launch the brand's first candy bar-inspired cupcake collection.
Melissa Ben-Ishay led a collaboration with Ferrero for Halloween treats, which served as a growth engine for Baked by Melissa.
Melissa Ben-Ishay, born Melissa Bushell in Hillsdale, New Jersey, attended Syracuse University from 2002 to 2006, where she earned a Bachelor’s of Science degree in Child and Family Studies. After graduating, she worked in an advertising agency in New York City. In 2008, at the age of 24, she lost her job as an assistant media planner at Deutsch. This event prompted her to pursue her passion for baking. With encouragement from her brother, Brian Bushell, she baked 250 cupcakes, which led to a connection with a caterer.
By 2009, Melissa, along with her brother and three other co-founders, launched Baked by Melissa, initially as a pop-up window at Cafe Bari in Soho, New York City. The company quickly grew, establishing itself with its signature bite-sized cupcakes. Ben-Ishay initially served as President and Chief Product Officer, with her brother Brian as CEO until 2015. In December 2019, she took on the role of interim CEO, eventually becoming the full-time CEO. Today, Baked by Melissa has sold over 400 million cupcakes and operates 14 brick-and-mortar locations, primarily in the New York City metropolitan area, alongside a nationwide e-commerce operation. Forbes estimates the company has generated approximately over $500 million in sales since its inception 16 years ago.
Beyond cupcakes, Melissa Ben-Ishay expanded her brand in 2020 by sharing nourishing recipes and meal ideas on Baked by Melissa’s social media platforms. Her ‘mealtime for nourishment, dessert for indulgence’ philosophy garnered a significant following, increasing her social media presence to over 4 million across all platforms, including a 6,000% increase on TikTok alone, where her account grew from 26k to 2.5 million followers in five years. Her culinary journey led to the release of her second cookbook, “Come Hungry,” in January 2024, which became a New York Times bestseller, selling over 60,000 copies that year. She also released “Cakes by Melissa: Life Is What You Bake It” in 2017. Melissa Ben-Ishay has cultivated a company that emphasizes sustainable growth and quality products, fostering a team of over 205 employees.
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