The Co-Founder of the Viral Bite-Size Cupcake Brand is Pivoting her Role to Focus on Community, Innovation, and Growth

Baked by Melissa, the New York-based dessert company known for its handcrafted bite-size cupcakes and treats, today announced a leadership transition designed to accelerate the company's next phase of growth. Co-Founder, Melissa Ben-Ishay will move from Chief Executive Officer to President, and Sanjay Khetan, who has served as Chief Financial Officer for the past year, has been appointed Chief Executive Officer, effective immediately. Following a year of operational and financial groundwork designed to prepare the company for its next stage of expansion, this transition deliberately positions each leader to operate in their area of highest impact as Baked by Melissa pursues its most ambitious agenda to date.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260318052795/en/

Sanjay Khetan (Left) and Melissa Ben-Ishay (Right)

As President, Ben-Ishay will concentrate on the revenue-driving and brand-building functions where she has consistently delivered outsized results: product innovation, marketing, content, brand partnerships, and wholesale and retail expansion. By stepping out of day-to-day operational management, Ben-Ishay is freed to do what has always moved the needle most. Over the past year alone, she has secured landmark co-branded partnerships with Tabasco, Cabot Creamery, Ferrero, Wonder, Blue Apron, PAW Patrol, and Emily in Paris — meaningfully expanding the brand's reach, relevance, and revenue. Her social media presence, now exceeding 5 million followers across platforms, continues to function as one of the brand's most powerful and differentiated growth engines, driving both direct-to-consumer sales and national brand awareness at a scale most companies cannot replicate.

"This is a decision I've been building toward intentionally for the past 18 months, and I couldn't be more confident in it," said Ben-Ishay. "Baked by Melissa is at an inflection point — we have the brand equity, the customer loyalty, the partnerships, and now the operational leadership to scale in a way we haven't been able to before. Transitioning Sanjay into the CEO role allows me to go all-in on the creative and commercial work that has defined this company since day one, while he builds the infrastructure and leads the strategy that will take us to the next level. We are set up to win."

Khetan assumes the CEO role with a clear mandate: strengthen the operational and financial infrastructure and scale the business to prepare Baked By Melissa for a potential acquisition. He brings deep expertise from high-growth food and technology environments including Wonder, as well as retail-driven organizations such as PepsiCo. Over the past year, Khetan has already played a central role in preparing the company for this next chapter. He strengthened the company's financial planning and reporting infrastructure, rebuilt key functions within the finance and operations teams, and helped refine the strategic roadmap for the business, while also working closely with the commercial team to expand the company's wholesale relationships and evaluate new channels for expansion. As CEO, Khetan will lead operational execution, financial strategy, and company-wide growth initiatives, working in close partnership with Ben-Ishay to translate the brand’s creative and commercial momentum into sustained, scalable, and profitable revenue growth. Under his leadership, the company will also evaluate new product categories, distribution channels, and strategic collaborations that extend Baked by Melissa beyond its current footprint.

"Melissa has built a brand with genuine competitive advantages — extraordinary customer loyalty, a content engine that drives real revenue, and a product that has proven itself at scale," said Khetan. "Over the past year we've made great strides in strengthening our financial and operational infrastructure. My focus now is on continuing that work while partnering closely with Melissa to drive expansion across retail, wholesale, and direct-to-consumer. The opportunity in front of us is significant, and we are moving with urgency."

Baked by Melissa has delivered consistent year-over-year revenue growth since 2008 and today operates across 9 retail locations in the New York City area, a robust direct-to-consumer shipping business, a growing wholesale footprint, and a corporate gifting program serving clients nationwide. The company has sold more than 500 million cupcakes and built one of the most recognizable brands in the food and gifting category.

To learn more, please visit Baked by Melissa's website or Instagram.

ABOUT BAKED BY MELISSA

Founded by Melissa Ben-Ishay in 2008, Baked by Melissa is the New York-based dessert company famous for its handcrafted bite-size cupcakes and treats in a wide variety of flavors. The brand operates 9 retail locations in the NYC area, and an online storefront offering nationwide shipping. With its highly acclaimed assortment of flavors, gift boxes for every occasion, and freshness guaranteed, Baked by Melissa has become a go-to brand to celebrate all of life’s moments across the U.S. In 2020, Melissa went viral on TikTok with videos of her salads and everyday meals. Today, her 5 million followers recreate her recipes at home, each designed to deliver the perfect bite just like her namesake cupcakes. Following her instant New York Times bestselling cookbook Come Hungry (2024), she returns with her newest cookbook, Come Eat, hitting shelves April 21, 2026. For cupcakes, recipes and more, visit bakedbymelissa.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260318052795/en/