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Sprinkles Cupcakes to Open 34 Locations in the Middle East

Sprinkles Cupcakes are heading to the Middle East this year following the signing of a franchise agreement between Sprinkles Cupcakes and M.H. Alshaya Co.

M.H. Alshaya is a leading international retail franchise operator of over 55 brands, including Starbucks, P.F. Changs, H&M, Cheesecake Factory, Pinkberry, Shake Shack and Pottery Barn. This partnership will expand the Sprinkles brand into ten countries across the region, including Bahrain, Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Kingdom of Saudi Arabia (“KSA”) and The United Arab Emirates (“UAE”).

“the progenitor of the haute cupcake craze.”

Based in Beverly Hills, Sprinkles Cupcakes launched in 2005 as the first cupcakes-only bakery and is widely recognized as the originator of the gourmet cupcake trend. The brand has since expanded and today operates ten outlets across the United States, including New York, Chicago and Washington, DC. Its partnership with Alshaya supports its international expansion plans with the first Middle East Sprinkles store expected to open in Kuwait in December.

Commenting on the partnership, Candace Nelson, founder of Sprinkles Cupcakes said: “Our cupcakes are a sophisticated update on an American classic and have developed a strong international fan base among overseas visitors. We are delighted that we can satisfy that demand by expanding out of the US through our partnership with Alshaya. Our brand is all about outstanding taste and quality and we are confident that Alshaya can deliver that promise to consumers in the Middle East.”

Mohammed Alshaya, Executive Chairman of M.H. Alshaya Co added: “At Alshaya we are committed to bringing exciting international retail ideas to new markets by forging partnerships with innovative and iconic brands that consumers love. Sprinkles Cupcakes is one of those brands and is a great addition to our food portfolio. We look forward to welcoming them to Kuwait later this year. ”

About Sprinkles Cupcakes

Sprinkles Cupcakes opened “the world’s first cupcake bakery” in Beverly Hills, as reported by the Food Network, and is credited by the Los Angeles Times as “the progenitor of the haute cupcake craze.” Founded by Candace Nelson, judge on Food Network’s hit show “Cupcake Wars,” and husband Charles, Sprinkles has inspired long lines of devoted Hollywood stars and serious epicureans alike. From Tom Cruise to Oprah Winfrey, Blake Lively to Ryan Seacrest, celebrities are abuzz about Sprinkles! Baked fresh in small batches throughout the day, Sprinkles Cupcakes are handcrafted from the finest ingredients and contain no preservatives, trans fats or artificial flavors. Sprinkles has 10 locations nationwide, a traveling Sprinklesmobile – the world’s first cupcake truck, and sells its cupcake mixes at over 250 Williams-Sonoma stores throughout the US and Canada. In 2012, Sprinkles debuted the world’s first Cupcake ATM and continued its foray into classic American desserts with the launch of Sprinkles Ice Cream.

Posted by on June 20, 2012.

Categories: Development

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