Wicked Good Cupcakes




decadent mail-ordered cupcakes in a jar


Danielle Descroches & Tracey Noonan


$75,000 for 20%


$75,000 for a $1 royalty up to $75,000; $0.45 forever after


Kevin O’Leary

Company Background

What is Wicked Good Cupcakes?

Wicked Good Cupcakes are delicious treats that are creatively packaged in clear jars. You can use the product to show a loved one or friend that you are thinking about them. You can find Wicked Good Cupcakes in various packages, including; Custom 2, 4, 6, and 12 packs. The packs can also be custom-made to celebrate birthdays or party packs.

Who Owns Wicked Good Cupcakes?

Tracey Noonan and Danielle Vilagie are the co-founders of Wicked Good Cupcakes. Before founding the company, Tracey had quite an impressive experience. She had been a screenplay writer, a commercial photographer, an animal trainer, and a massage therapist.

The mother-daughter duo teamed up to attend baking classes as a bonding exercise. After that, they owned Wicked Good Cupcakes until June 2021, when they sold it to Hickory Farms.

Founder’s Story

As mentioned, Tracey and Danielle enrolled in a baking and cake decoration class as a way to bond. After the classes, they started baking and shared their treats with family and friends. They received a positive reaction, which prompted them to open a confectionery shop in Boston.

The idea to store the cookies in the jar was also another lucky break. The dynamic duo realized that keeping the cookies in the jar made them presentable. Additionally, they noted that the cookies took up to ten days without refrigeration without going stale.

The idea that Wicked Good Cupcakes could last for several days created a unique opportunity to be shipped to other destinations.

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