Alshaya brings Sprinkles Cupcakes to the Middle East

Kuwait, 18 June 2012: Hollywood’s favourite cupcakes are heading to the Middle East this year. The announcement follows the signing of a franchise agreement between Sprinkles Cupcakes and M.H. Alshaya Co., the leading international retail franchise operator, which will see Alshaya expand the brand into markets across the region.

Headquartered in Beverly Hills, Sprinkles Cupcakes is acknowledged as the originator of the gourmet cupcake trend. The company launched in 2005 in Beverly Hills, California as the world’s first cupcakes-only bakery. The brand has since expanded and today operates ten outlets in the US including New York, Chicago, and Washington D.C. The partnership with Alshaya supports its international expansion plans with the first Middle East Sprinkles store expected to open in Kuwait later this year.

Baked fresh daily, Sprinkles are handcrafted from the finest ingredients, including sweet cream butter, bittersweet Belgian chocolate, pure Madagascar Bourbon vanilla, fresh bananas and carrots, real strawberries and natural citrus zests. Flavours range from the expected vanilla and dark chocolate to the exotic chai latte and ginger lemon. Seasonal specials rotate throughout the year so cupcake enthusiasts can look forward to flavours like key lime, cherry and lemon blueberry during the summer while warming up in the winter with s’more and eggnog spice! Red velvet is Sprinkles’ most iconic flavour and is available daily, outselling all other flavours in its US bakeries.

Commenting on the partnership, Candace Nelson, Co-founder of Sprinkles Cupcakes said: “Sprinkles Cupcakes are a sophisticated update on an American classic and have developed an 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 flavours. Sprinkles has 10 locations in the US, a travelling 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. For additional information and a list of future locations, please visit www.sprinkles.com.