All 117 Northern California Target stores offer Rubicon Bakers vegan handcrafted cupcakes. The stores now carry Rubicon Bakers’ full line of cupcakes, including three vegan flavors: Vegan Chocolate Blackout, Vegan Neapolitan, and Vegan Vanilla.
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% over the previous year, topping $3.3 billion and outpacing other foods sales growth by ten times.
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 have made it their mission to help those in need of a second chance. It hires those who have been recently incarcerated, homeless, or recently recovered from substance abuse.
“We’re thrilled to partner with Target to provide our line of delicious, hand-finished cupcakes to its customers,” says Andrew Stoloff, Rubicon Bakers president. “Just like our everyday cupcake line, our vegan options are decadent, rich, and ready to be enjoyed by all types of eaters.”
As a Certified B Corporation, Rubicon Bakers’ mantra is “Bake a Better World.” It scratch-bakes more than 50 hand-finished products and seasonal desserts. All products are free from artificial flavors, colors, and preservatives, and are available in more than 2,500 stores throughout the US.