Key takeaways:Collaborations like Ferrero have become a growth engine for Baked by Melissa, driving sales, awareness and customer loyalty. CEO Melissa Ben-Ishay insists the brand only partners with companies it genuinely trusts, keeping product integrity ahead of trends. The Ferrero deal shows how a New York disruptor can extend its influence and credibility through carefully chosen partnerships. “I’ve dreamed of partnering with candy brands like Butterfinger and Crunch since founding the company almost 17 years ago,” she says. “This is a pinch me moment for sure, with ingredients like 100 Grand, Butterfinger, Crunch and Baby Ruth, each flavor is more delicious than the next.”The range is short and sweet: Butterfinger, Crunch, Baby Ruth and 100 Grand, plus two new spins – Crunch White and Butterfinger Marshmallow.