NYU grad creates gourmet dessert company

Business Insider called them the ‘Blue Apron of desserts’

Who wouldn’t drool over this image?

NYU alumni Arielle Assouline-Lichten (Galatin School, Class of 2006) and her sister Agathe, created a company that allows even the most kitchen averse to create these masterpieces at home. We asked Arielle how it was possible, and how she got her startup Red Velvet NYC off the ground.

Could you briefly describe your company?

Red Velvet NYC is a food tech start-up, revolutionizing home baking. We simplify gourmet baking by creating DIY kits with all the pre-measured ingredients and a recipe card, delivered straight to your door. The service makes baking at home easy, convenient, and fun!

How did you come up with the idea?

My sister and I came up with the idea about two years ago, while subscribing to meal kit delivery. We were always happy to cook dinner, but always wanted dessert, too. That’s when we came up with the idea of baking at home, with the New Yorker in mind, when ovens are used more often for sweater storage than for baking and cooking.

What is your most popular dessert?

Our top seller are cupcakes – either namesake red velvet, Nutella, or celebration cupcakes. They come as a kit of 24 with oven-safe cupcake liners, a piping bag, and even sprinkles or toppings.

How was New York an inspiration?

New York is a constant inspiration for the brand. As New Yorker’s, we enjoy the great food around us, and appreciate the creativity of the talented chefs in this city. We even incorporate our favorite bakery’s bread into a recipe; Balthazar provides us with our brioche for the bread pudding recipe.

Were there any obstacles you faced?

We’ve faced a lot of obstacles while starting a business; from financing to operations, there’s always something to take on. We’re constantly learning, though, which is exciting and empowering.

Where would you like to see your company in the future?

Our goal is to become a household name. The US home baking market accounts for $12 billion in sales each year; we know there’s an enormous untapped market that’s waiting for Red Velvet!

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