In October, Chrissy Teigen's brand Cravings shared a photo on Instagram introducing a new line of baking mixes. But it wasn't long before the post was inundated with angry comments from users alleging that Craving had lifted the mixes' aesthetic from another baking brand. "Theft is whack" declared someone, while another commented, "The rich keeps getting richer."
The announcement of Teigen's Cravings baking mixes came shortly after the brand released a Spiced Carrot with Salted Caramel cake kit in collaboration with Jordan Rondel's brand The Caker. Currently based in Los Angeles, The Caker is a small, woman-owned business that specializes in high-end cake kits.
Rondel explained that it wasn't well until into collaborating with Cravings that she was made aware of the fact that Teigen would be releasing her own line of baking mixes. Ironically, the reveal also came at at time when Cravings wanted to shelve cake kit collab.
"To be clear we were told CT + Cravings would be releasing their line of mixes half way through our collab with a launch date of late October, which is the reason they tried to call our collab off. I don’t want to get into the details, but we fought to continue because we’d already invested so much, and now this," Rondel wrote in an Instagram post.
While speaking with Rolling Stone, Rondel added, "They could have taken inspiration from us from afar and not worked with us at all. We worked so closely and so hard and invested so much in our product together that it just stings a bit more now.”
And at first glance, the packaging for the Cravings and Caker mixes look quite similar. Both are minimalist with a dish pictured against a white or off-white background.
Cravings has since responded, stating that they "absolutely did not copy" The Caker.
“We are so proud of the now sold-out Cravings x The Caker Spiced Carrot Cake Kit with Salted Caramel. It’s disheartening and surprising to see The Caker’s recent social posts and commentary regarding our products...We absolutely did not copy their packaging. We wish nothing but the absolute best for The Caker and their business, which was the spirit behind our collaboration,” Cravings told Rolling Stone.
Despite the drama, Rondel is hopeful that the debacle could possibly help in the long run. "I’m trying to look on the bright side and see [Cravings] as a healthy competition; maybe the elevated cake mix market needs a bit more attention,” she said.
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