The Sweet Spot
Entrepreneur|Startups Summer 2017

After stumbling onto a winning macaron business, a group of friends is taking the rainbow-colored cookies national.

Back in 2010, trend-hunting foodies declared the macaron the “new cupcake.” The little French confection consists of frosting or ganache sandwiched between two meringues. They’re adorable but proved too delicate and subtle to sate America’s notorious super size snacking needs. So in the years since, the hype wore off and everything from pies to doughnuts to cronuts to cake pops stole the coveted “new cupcake” title.

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