If your For You page has been dotted with mini sprinkle-topped cakes — not cupcakes, but kind of? — you’re not alone. They’re called Dotcakes and consist of layers of cake, frosting and a heaping topping of crunchy nonpareils. They’re from Roslyn, New York, bakery The Dotcakes, which w as founded in 2019 by Alex Posner, and come in four flavors: classic white, chocolate, vanilla chip and red velvet. Recently, videos about the mini versions of the cake, called Dotcups, have racked up millions of views on social media, with people lauding their nostalgic vibe — specifically how much they evoke the 2017-19 rainbow explosion cake era. “I’ve been seeing these viral Dotcakes everywhere,” content creator Cyrus Veyssi says in a May 14 TikTok reviewing a few of the flavors. After commenting “respectfully” that the cakes look “dry,” the influencer eats their words. “No, that’s pretty good. It’s not dry — it’s very moist.” “Guess what I have? Eleven Dotcakes,” content creator Danielle Pheloung says in a May 22 video with over 8 million views. “It tastes like a Funfetti cake with a lot of crunch.” These little cakes have attracted blocks-long lines at the shops they’re sold, like Manhattan’s Butterfield Market. “Two things can be true at the same time: One, I can think the viral Dotcake thing is so stupid because what do you mean people are obsessing over cake with sprinkles on it?” content creator Matt Benfield says in a May 27 video. “Two: I could be going to Butterfield Market right now to stand in line for probably an hour to get it. I am but a cog in the capitalist machine.” “Please note it’s a Wednesday at 10 a.m.,” Benfield adds, showing the latest long line that forms at the gourmet grocer on Wednesdays and Saturdays, when the Dotcakes are restocked. According to the timestamps in the video, Benfield waited in line for about 45 minutes. Others have apparently waited much longer. A caption for a May 23 video showing the line at Butterfield claims the first people got in line for that Saturday’s restock at 12 p.m. — 10 hours before the treats could be purchased. Posner, owner of The Dotcakes, says her company started a partnership with Butterfield in October, and then, around April 24, it got a “crazy increase in orders.” “The actual demand for a physical Dotcup has increased in sales tremendously,” she says. “To the grocery in the city, we send about 1,250 units to their grocery stores twice a week. In my physical store, over the past week, last week alone, we sold about 2,600 cups.” According to the Dotcakes website, 8-ounce Dotcups start at $32 for four cakes, but cost $11 per Dotcup at Butterfield. For those outside of the New York area who are itching to try the treat, multiple online creators have shown how to make your own, with brown butter frosting or Funfetti cake. Some online critics argue the treat is too simple for its virality, while others point out the dessert’s similarity to cortadillo, a soft and pillowy Mexican cake topped with pink frosting and nonpareil sprinkles. “This was born because it’s incredibly simple. This isn’t something that was supposed to revolutionize the industry,” Posner says in response to these critiques. “I’m sure people have done it before, but we’ve created a way to have this beautifully packaged piece that has the aesthetically pleasing, perfectly sprinkled top,” she adds. “We’re incredibly lucky that people are lining up to get it. The joke is that I’m not sure if we would get in our own line, but it’s really great.” This story first appeared on TODAY.com. More from TODAY: Trader Joe’s Unveils Insulated Mini-Totes for Summer. When Are They Available? Man Made Lasagna for 12 Guests and None of Them Showed. The Internet Had His Back Dunkin’s 48-Ounce Coffee Buckets Are Now Available Nationwide — But There’s a Catch This story uses functionality that may not work in our app. Click here to open the story in your web browser. ...read more read less