Cupcake Craze Continues To Thrive In St. Louis

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ST. LOUIS, MO (KTVI)-- Is the cupcake craze about to crumble? Some food experts watching east coast habits predict the sweet fad is on the way out. But in St. Louis, we're still feeding our sweet tooth.

Whether you crave a cupcake, in memory of your childhood or you find it to be a gourmet delight, the individualized treats spawned hundreds of shops around the country, much of it fueled by media coverage.

Jilly's pastry consultant Casey Shiller is fresh from a victory at the cable TV Food Network's "Cupcake Wars" show.

He and Jon Baker, general manager of the Cup Agree News reports predicting their business is a dying fad don't ring true in St. Louis.

The secret recipe in town:  variety.

At The Cup, the cakes are smaller and not as flamboyant so customers have a choice.

So why is the cupcake craze slowing down on the east coast.

Some people believe firms expanded too quickly, saturating the market and overwhelming customers. As any good cook will tell you, some dishes just can't be rushed.