Are whoopie pies the next big dessert trend of 2010? Roxy Rubell of the newly-launched online bakeshop Baking Whoopie is betting on it. "I think they're the next cupcake," says Rubell, who bakes the little pies out of both her home and a commercial kitchen in Los Angeles.
If you don't know what a whoopie pie is, you haven't been reading The New York Times, or maybe you haven't spent enough time in Amish country. The little pies are really two disks of cake with a frosting or marshmallow-y filling holding them together. And on the East Coast, where the desserts originated--ostensibly Amish wives brought them to their husbands in the field, who promptly yelled 'whoopie' in happiness--they're not so little.
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Rubell, who grew up in New Hampshire and is married to Los Angeles private chef Dave Rubell, makes her cakes significantly smaller than their East Coast cousins, in flavors such as red velvet with mocha creme; Meyer lemon with lemon creme; Belgian chocolate with mocha or salted caramel creme; and Vermont maple with cinnamon creme. The pies come in two sizes, regular and mini, and are sold by the baker's dozen. Check the website for prices. Right now Rubell sells the pies online and retail at The Cabbage Patch, Samir Mohajer's Beverly Hills eatery. She's planning on opening her own retail location in late 2010.