Dessert devotees can usually describe their first experience with the all-important, life-transforming power of the cupcake.
That early memory usually involves a Tupperware container, a classroom, and a parent delivering (fingers crossed) enough heavily frosted goodies for all of the kids in the class to enjoy, all in honor of the birthday child.
In short? It was, at one time, difficult to imagine that the humble, schooldays-era treat could be elevated to a swanky snack that adults would readily queue for, with no worry paid to the eventual Frosting Face that would ensue. (Cupcakes, of course, are beautifully messy, if eaten right.)
But queue adults have for Sprinkles, which made its debut in Beverly Hills in 2005. The posh small-cake emporium, which was founded by Candace and Charles Nelson, rode the early part of the wider gourmet wave that was all about pairing the comfort tastes of childhood with intriguing flavors, quality ingredients, and a little splashy showmanship.
It's now 2015, you might have heard, and Sprinkles is turning 10. The date is Monday, April 13 and a free cupcake'll be given to anyone who visits any Sprinkles shop wherever a Sprinkles shop might be found. (The company took its frosting and iconic edible dots, the ones that signify the cupcake's flavor, on the road for a current total of 19 locations in California and further afield.)
Also part of the party spirit? Look for ten new flavors to roll out in 2015, including "a cheery birthday cake loaded with rainbow sprinkles."
Also on board to birthday it up? Founder Candace Nelson, who will swing by the Sprinkles at The Grove on April 13, from 4 to 5 p.m., to chat with fans.
And if you're wondering if we were referring to the famous Beverly Hills Cupcake ATM when we said "splashy showmanship," well, yes. It was an offbeat idea that worked and surely caused, among other dessert makers, a hefty dose of "why didn't I think of that?"
And if you're wondering if red velvet, a flavor that's synonymous with Sprinkles, continues to do well, consider this: The cupcakery says over 25 million red velvets have been sold over the first decade.
We can only imagine one might want to order a lot of milk with that. A few gallons, at least.
Happy birthday, Sprinkles. We'll see you in the queue.