Mark Bittman has posted some behind the scenes photographs from shooting his “The Minimalist” video series. If you can get past the lamb (remember, he’s vegan until 6 PM and promotes less meat), you’ll see a lovely photo of BabyCakes vegan cupcakes in the background. BabyCakes owner Erin McKenna blogged, “Yep, that’s totally a bunch of BabyCakes all scarfed up in those boxes. Cool, cool.” McKenna also took the opportunity to highlight the controversy among vegans about Bittman’s half veggie diet.

“Now, I know some vegans out there might be critical of this but he has made an outstanding impact on so many peoples lives and because of this more and more people are opening up to thoughtful eating that I think he should win a major huge trophy.”

Kudos to her comment and a congratulations is ultimately in order for McKenna and other cupcake bakers. As Inhabitat informed, while other consumer goods are taking a hit from the economy, cupcakes are experiencing a boom.

Last year, the New York Times reported, “nationwide, cupcake sales, according to the market research firm, Mintel, are projected to rise another 20 percent over the next five years at a time when other baked goods are expected to grow in the single digits.”

The Washington Post quoted Paul Sapienza, vice president for the Retail Bakers of America, who described the reason for cucpakes’ success. “They are cute. They are an economic treat, which helps out in the recession. They are a little decadent, so you get cake, frosting and sometimes filling all at the same time.”

Blogger from Inhabitat, Jill Fehrenbacher, further explained at Open Forum that BabyCakes is an example of capturing another niche within the niche, citing it’s offering of vegan, gluten-free, sugar-free delights, as well as McKenna’s cookbook which gives popular recipes and secrets.

BabyCakes currently has two locations, one in New York and a new bakery in Los Angeles.

Photo: PR Photos

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