Pot Luck

Is "the New Cupcake" the Cupcake?

Macarons are the "new cupcake." Or is it pie? Or how about cake balls? No, it's going to be doughnuts. But, what about popsicles?

This has been the non-stop conversation over the cupcake trend since the personal-sized treats topped with a swirl of frosting became popular in the early 2000s. Despite several "new cupcakes" making their appearance in the baked goods market, the cupcake remains the favorite.

A recent Slate article tracked every single food that has ever been labeled as the cupcake's replacement over the past eight years and found that 57 foods were called "the new cupcake" in news articles. In March and April 2010, nine different publications said macarons were the new "it" dessert -- we even supported that claim this past year.

But, if all of these sweets and treats (some were savory, like burgers and hot dogs) were supposed to knock cupcakes off the totem pole, then why haven't bakeries stopped selling them? And why haven't all the cupcakeries gone out of business? We spoke with several bakery owners who all sell cupcakes, whether it's alongside other products or their only product, to share their thoughts on the trend, and if they think the cupcake is on its way out the door.

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Molly Dunn
Contact: Molly Dunn