Cupcake chain Crumbs Bake Shop is offering the Crumbnut, a croissant-doughnut combo product, in BJ's Wholesale Clubs in addition to its traditional cupcake products. The company also is licensing its brand name to coffee and baking mixes that will be available in supermarkets. The move is part of the cupcake chain's plan to diversify as its standalone stores see a decline in sales. "We're modifying and retuning our objectives from opening stores to a franchise model, looking at product extensions, and licensing -- extending our brand through great products being sold at terrific retailers," said Crumbs CEO Ed Slezak.

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