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Brooklyn’s Flour Shop Succeeds With Cakes That Explode With Candy Sprinkles

August 21, 2019: 12:00 AM EST
A Brooklyn-based bakery start-up – the Flour Shop – has built a huge customer base that includes celebrities like the Kardashians and singer Ariana Grande solely by showing off its unusual candy-packed layer cakes on Instagram videos. What makes the cakes unusual is the fact that they are often stuffed with a column of multi-colored candy sprinkles that burst forth when the cake is cut. Ross Harrow and his baker wife Amirah Kassem’s ready-to-eat products include a $150 bagel and lox cake, a $350 doll body with explosive skirt and a $150 gender-reveal cake, which explodes either pink or blue candies. The duo has amassed 70,000 paying customers, 35 employees, and 85 SKUs ranging from $3 to $150. The success is especially impressive because the cakes are only available in New York and must be picked up in person from the company’s downtown Manhattan location. [Image Credit: © Flour Shop by Amirah Kassem]
Alexandra Sternlicht, "How Under 30-Founded Flour Shop Is Turning $150 Exploding Cakes Into A Lifestyle", Forbes Media, August 21, 2019, © Flour Shop by Amirah Kassem
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