Target stores to sell Rubicon Bakers social-mission cupcakes
Announcement marks growth for bakery and delight for lovers of plant-based desserts
Target stores in Northern California have announced the launch of Rubicon Bakers handcrafted cupcakes, including three vegan flavors. Target’s decision signals that mainstream customers are ready for desserts that are not only delicious, but also baked by a social-mission company. Rubicon Bakers seeks to “Bake a Better World” through its mission to transform lives, its conscious business practices and the sourcing of ingredients free from artificial flavors, colors or preservatives. Eight varieties of Rubicon Bakers cupcakes will be on Target store shelves in early July.
This new distribution confirms a rapidly growing trend as plant-based foods move out of the alternative section and into the mainstream. According to a 2018 Nielsen study conducted for the Plant Based Foods Association, plant-based food sales grew by 20 percent over the previous year, topping $3.3 billion and outpacing other foods sales growth by 10 times.