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."

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'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

—By CNBC.com

Disclosure: "The Profit" is a CNBC show.