Proving that functional, smart packaging can be essential to business performance, New York baker and business owner Melissa Ben-Ishay has created a package ideal for shipping her delicate cupcakes.

After opening “Baked by Melissa” in Manhattan in 2009, Ben-Ishay discovered that nationwide online shipping would be necessary for expansion. Naturally, this posed a problem as tiny, frosted cupcakes don’t travel well under standard conditions. The solution: a “clamshell’ package consisting of twenty tiny compartments.

“I was so proud of those clamshells. We could throw them in the air, slam them against the wall and say, ‘look, the cupcakes are perfect!'” Ben-Ishay said in an interviewed with Lillooet News.

Since 2010, shipping sales have doubled each year.


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