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Sprinkles Is Launching a New Vegan Cupcake with Noah Schnapp

We promise this is legit—friends don’t lie!

If you like cupcakes and Stranger Things, this collaboration is for you! Why? Because Sprinkles launches a limited-edition vegan cupcake flavor with Stranger Things’ Noah Schnapp this July.

Sprinkles’ VEGAN tbh Chocolate Hazelnut Cupcake

You probably know Noah Schnapp plays Will Byers in the hit Netflix show Stranger Things. But did you know he’s also the founder of the vegan hazelnut spread company tbh? Now you do!

This July, Schnapp and tbh team up with Sprinkles to release a cupcake flavor. The VEGAN tbh Chocolate Hazelnut Cupcake features a dark Belgian chocolate cupcake base. tbh’s Hazelnut Cocoa spread provides the filling and vegan cream cheese frosting and cocoa powder top it off.

Noah Schnapp told VegOut, “The tbh Sprinkles cupcake is so exciting! As a New Yorker, Sprinkles is what I think of when I think of mind-blowing cupcakes—it’s so cool that tbh is the central oozy part of their second-ever vegan creation! I tried it a few weeks ago while we were doing R&D, and it’s insanely delicious. The chefs really knocked it out of the park with this one.”

Noah Schnapp’s Vegan Nutella Alternative Brand

tbh focuses on health and sustainability. The brand’s vegan Nutella alternative contains 50% less sugar than the leading spread. It’s also devoid of palm oil, a leading cause of deforestation. tbh boasts a rich taste and creamy mouthfeel. We’re excited to try it in cupcake form.

How to Try Sprinkles’ New Limited-Edition Cupcake

Want to try Sprinkles’ new cupcake? It’s available at all locations nationwide on July 1 and 2 and retails at $6 each. Pre-order cupcakes on June 27 and 28 for pickup or delivery, as they anticipate to sell out.

The Vegan tbh Chocolate Hazelnut Cupcake is Sprinkles’ second vegan flavor. The mainstream cupcake brand offers a vegan red velvet cupcake year round. With this new collaboration, we hope to see more permanent vegan options at Sprinkles soon.

“At Sprinkles, we are constantly innovating. This includes new mindful flavors as well as creatively teaming with our favorite brands. As such, we are thrilled to collaborate on a new vegan cupcake with Noah Schnapp featuring his tbh chocolate hazelnut butter. We share a commitment to creating the highest-quality and best-tasting product, which makes tbh the perfect partner to release a new vegan cupcake that is out-of-this-world decadent,” shared Sprinkles’ CEO, Dan Mesches.

Allie Mitchell


When Allie responded to an Instagram post on @vegoutlosangeles a few years ago, she had no idea she’d join the coolest vegan team on the planet. An Austin native, actress, yogi, and part-time sword fighter (don’t ask!), Allie is on a mission to live her best life and inspire others to do the same. She graduated from Hussian College In Studio with a B.F.A. in Contemporary Musical Theatre + Film and currently acts, writes, and eats her way through Los Angeles.

Must-have products: MUSH Overnight Oats, Califia Farms Creamer, HURRAW! Lip Balm, Facial Lounge Feather-Light Miracle Moisturizer

Articles by Allie
Allie Mitchell

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