All the Details on Crumbs 2.0

It was announced late last week that the chain was being resurrected nationally.

ByABC News
October 14, 2014, 11:29 AM
Crumbs' iconic cupcakes are back.
Crumbs' iconic cupcakes are back.
Stefanie Tuder/ABC

— -- Crumbs has got to stop playing with our emotions. We watched all spring as news spread of the bakery’s declining stock, and then the final stake in the cupcakery’s heart hit in early July -- all locations were closing, pretty much effective immediately.

And then -– be still our hearts -– it was announced late last week that the chain was being resurrected nationally.

Marcus Lemonis, entrepreneur and host of CNBC’s hit reality series "The Profit," and Fischer Enterprises, owner of Dippin’ Dots, were teaming up to bring us back the massive cupcakes we were all missing from our mornings.

PHOTO: The new (and improved?) Crumbs bakery case.
The new (and improved?) Crumbs bakery case.

It’s hard to believe that the chain could be back so quickly, but Lemonis and Fischer enterprises formed a joint venture, Lemonis Fischer Acquisition Company, LLC, to “save the bake shop,” according to their press release. They plan to open 26 locations in cities across the country in the next month.

“Saving this iconic bake shop was important to me not only because of its existing delicious products, but because there is a tremendous opportunity to expand product offerings so that every sweet lover can find something they’ll enjoy,” Lemonis said in the release. “We’ll be leveraging collaborations between Crumbs and other companies in my portfolio in the coming months to introduce a wide variety of treats that consumers across the country will have access to.”

So, this morning, the first Crumbs re-opened in New York City’s midtown, and we stopped by to see exactly what these new “treats” were.

PHOTO: All of Crumbs' new products, including baissants, crozels, cupcakes, gluten-free goods and more.
All of Crumbs' new products, including baissants, crozels, cupcakes, gluten-free goods and more.

The mood in the shop was celebratory, with the new offerings prominently on display, including gluten-free cupcakes, baissants (bagel-croissant hybrids), crozels (croissant-pretzel hybrids), Greek yogurt muffins and more. And there were, of course, still the classic massive cupcakes the shop was built on.

The baissants came in plain, everything and cinnamon sugar flavors. We sampled the everything baissant, which sadly tasted like a day-old greasy bagel. It was tough to chew with a somewhat flaky inside similar to a croissant, but with none of the French pastry’s signature lightness.

PHOTO: Baissants, or a cross between a bagel and a croissant, are one of Crumbs' new offerings.
Baissants, or a cross between a bagel and a croissant, are one of Crumbs' new offerings.

The cupcakes, like before, were moist and light, but with overly sweet frosting. And there were more flavors than you could possibly want, including two new variations of Salted Caramel Chocolate and Key West Key Lime Pie.

Hopefully, the baissant isn’t indicative of the shop’s future fate. We’re happy Crumbs is back -– but only if it’s going to be good.