In a world of protein-maxxing and fiber-counting, it’s hard to remember a time when a baked good itself could be a fad.
But a decade ago, people underwent a frenzy for cupcakes. Adults would line up around the block for cupcakes that came out of vending machines; a company selling jumbo cupcakes with custard filling IPO’d at $13 a share, and people raced to buy a sheet of miniature tie-die cupcakes for $45. The frenzy was so massive, the cupcake boom moved 669 million units in a single year, but like an overdone cupcake in the oven, it deflated just as quickly as it went up. Crumbs went from a Nasdaq darling to bankrupt in three years. Sprinkles, the brand that invented the cupcake ATM, shut its doors for good just weeks ago. Nearly every gourmet cupcake company from that era has dramatically flared out and died—except one.
Melissa Ben-Ishay founded Baked by Melissa in 2008 after getting fired from her job as an assistant media planner at 24. Eighteen years and more than 500 million bite-sized cupcakes later, she’s stepping down as CEO—and for the first time, she says the company is open to a sale.
Ben-Ishay will transition to president—a title she held before the board installed her as CEO in late 2019—while Sanjay Khetan, the company’s current CFO, takes over as chief executive. In an exclusive Fortune interview with both Khetan and Ben-Ishay, Ben-Ishay said she’d planned to bring Khetan on with the intention of finding someone who could replace her. On her first day of being the President and not the CEO of her company, Ben-Ishay described the move candidly: “I am so freaking thrilled that I am no longer needed in that seat,” she said, “so I can focus on the areas of the business that I can uniquely drive.”
