Cupcake backlash

by Emily Matchar, Posted Sep 6th 2008 @ 3:00PM

I must have read half a dozen articles in the past year which contained some sneery line about the women on Sex and the City bus tours of NYC standing outside Magnolia Bakery trying out Carrie Bradshaw's favorite cupcakes. High-end cupcakes were awesome a few years ago, the message goes, but now they're becoming a little....déclassé.

And now, a wave of imitators is spreading across the city; the Crumbs franchise is planning to open 40 shops in the next year. This leaves some to wonder whether cupcakes are the new Krispy Kreme - a beloved, slightly kitschy dessert raised to sugary highs by the media only to become overexposed and fall as flat as a punctured souffle.

Apparently there are already signs of a "cupcake backlash." Joel Stein, writing in Time, says cupcakes are "fake happiness, wrought in Wonka unfood colors. They appeal to the same unadventurous instincts that drive adults to read Harry Potter and watch Finding Nemo without a kid in the room."

I disagree. Taking something as humble as the cupcake and transforming it from cloying pink nastiness to something much more sophisticated and sublime seems to be part of the larger, positive foodie movement of reclaiming and elevating ordinary American foodstuffs - red velvet cake, mac and cheese, tuna noodle casserole.

Filed Under: Trends, Newspapers, Food News, Ingredients
Tags: america, comfort food, cupcakes, dessert, trends