NEW YORK, NY — Nearly 20 years after the doors opened on the original Crumbs Bakeshop in New York, the brand has seen a revival, and the product lineup has now expanded from cupcakes into cookies.

After changing hands and under its new management, Crumbs’ retail locations closed their doors in 2016. Ten years following its sale, original founders Mia and Jason Bauer made the decision to bring Crumbs back to its roots and deliver their products with a new business model, including the addition of cookies — packaged in a keepsake cookie jar — to the portfolio.

“Like so many others, we were sad when Crumbs closed its doors years ago, so being able to bring it back to life, at this time when reconnecting with people and reminiscing about happy times feels especially needed, is really meaningful and feels like a gift,” Mia said.

Keeping up with the habits of today’s consumers, Crumbs offers the new cookie jar line — as well as the original cupcakes — direct to consumers nationwide through the company’s website. Same-day delivery is also available in New York City via UberEats, GrubHub, Doordash, Seamless and Postmates through a partnership with Reef Kitchens, an operator of mobile and delivery-only kitchens.

Additionally, the CPG retail line of cupcakes and cookie jars have been authorized into several major supermarket chains throughout the Northeast with plans for expanded availability by the end of the year.

Mia developed the new cookies with her signature recipes and featured Crumbs’ most popular cupcake flavors, including Cotton Candy, Sprinkle Sundae and Red Velvet.