8 reasons cupcake hysteria will never really die E-mail Tweet Facebook Google Plus Linkedin Share icons by Colleen Leahey, Reporter @FortuneMagazine July 18, 2014, 9:25 AM EDT Last week cupcake chain Crumbs Bake Shop closed its 48 locations after 12 straight quarters of declining profits. The company’s financial woes may signal that America’s obsession with frosted treats is over — but don’t expect a sudden extinction of cupcakes. A group of investors plans to acquire the Crumbs brand, reopen select locations, and expand its bakery offerings. “[A food trend] doesn’t just come to a full stop,” explains David Sax, food journalist and author of The Tastemakers: Why We’re Crazy for Cupcakes but Fed Up with Fondue. “The legacy lives on.” Here are eight once-famous food fads that lost favor yet have lived to see another day.