Beverly Hills bakery eyes Middle East expansion

Kuwait retail giant MH Alshaya Company has signed a franchise agreement with US company Sprinkles Cupcakes.

The deal will see the Beverly Hills-based business embark on an expansion plan across the Gulf region, it said in a statement.

Sprinkles Cupcakes is acknowledged as the originator of the gourmet cupcake trend. The company launched in 2005 as the world's first cupcakes-only bakery.

The brand has since expanded and today operates 10 outlets in the US including New York, Chicago, and Washington DC.

The partnership with Alshaya supports its international expansion plans with the first Middle East Sprinkles store expected to open in Kuwait later this year.

Sprinkles are handcrafted from the finest ingredients, including sweet cream butter, bittersweet Belgian chocolate, pure Madagascar Bourbon vanilla, fresh bananas and carrots, real strawberries and natural citrus zests.

Candace Nelson, cCo-founder of Sprinkles Cupcakes said: "Sprinkles Cupcakes are a sophisticated update on an American classic and have developed an international fan base among overseas visitors.

"We are delighted that we can satisfy that demand by expanding out of the US through our partnership with Alshaya. Our brand is all about outstanding taste and quality and we are confident that Alshaya can deliver that promise to consumers in the Middle East."

Mohammed Alshaya, executive chairman of MH Alshaya Co added: "At Alshaya we are committed to bringing exciting international retail ideas to new markets by forging partnerships with innovative and iconic brands that consumers love.

"Sprinkles Cupcakes is one of those brands and is a great addition to our food portfolio. We look forward to welcoming them to Kuwait later this year."