Food & Beverage

Crumbs' backer partners with another bakery

Massachusetts-based Wicked Good Cupcakes will partner with Marcus Lemonis, star of CNBC's "The Profit," the bakery said in a release on Friday.

"I'm thrilled to be able to contribute to one of America's fastest growing confection brands," said Lemonis in the release. "Wicked Good Cupcakes has a fantastic product, a well-executed process and the best people."

The gourmet food gifts business said it has grown more than 600 percent since it formed a partnership in 2013 with Kevin O'Leary of ABC's "Shark Tank."

'The Profit' getting into Crumbs?

Lemonis, the chairman and CEO of Camping World and Good Sam Enterprises, confirmed on Thursday plans to finance the struggling cupcake maker Crumbs in a deal that combined it with Sweet Pete's Candy and other brands.

Crumbs closed all its stores on Monday after its shares were delisted from the Nasdaq stock exchange about a week earlier. Shares prices rose above 70 cents on Friday morning after jumping to 35 cents from 3 cents on Thursday.

Read MoreCrumbs nears lifeline from investors; Stock soars


Disclosure: "The Profit" is a CNBC show.