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Crumbs Reopens, With New Treats on the Menu

The writer wants to eat all of the Kid’s Favorite Taste Pack pictured above. Courtesy of Crumbs

Cupcake-loving kosher-keepers rejoice — Crumbs is back in action and sweeter than ever.

The cupcake chain, which opened in 2003 on the Upper West Side, closed its doors this past July. I remember it well. My Israeli cousins were devastated that they’d need to find a new bakery to supply them with sweets on their annual New York visits. Now we can all breath a sigh of relief, because as of Sukkot, Crumbs has reopened in Herald Square with a lofty selection of cupcakes, of course, as well as challah, ice cream and a new creation, the bassant (bagel croissant!).

After incurring $14 million in debts, Crumbs owes its second chance to Beirut-born Marcus Lemonis, entrepreneur and star of CNBC’s “The Profit.” On the show, Lemonis finds ways to bring failing businesses back into the game. And really, if bassants won’t do the trick, I don’t know what will.

Hadas Margulies is the new food intern at the Forward. Find her at HadasMargulies

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