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Meet Angelina Shlecter of Cubcakes in Santa Monica

Today we’d like to introduce you to Angelina Shlecter.

Angelina, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I’ve been baking for as long as I can remember. When I’m stressed (um, hello pandemic), need some time to think through something, or just plain hungry, I often find myself in the kitchen whipping up something.

My love of baking started to come to the forefront more after my second kid was born. I was working in finance and thoroughly enjoyed it, learning about so many different industries, and helping businesses find solutions to grow. But I felt like I didn’t have enough time in the day before and after work to be a fully-engaged mom. With so little spare time, I often relied on store-bought snacks for them, but found myself spending so much time pouring over nutrition labels to figure out all the foreign sounding ingredients. The lack of prepared kid-friendly and healthy options was frustrating. I decided it was time to take the reins myself and started creating muffins with whole grains, organic fruits and vegetables, and little to no refined sugar. I started sharing them at playdates and soon enough, I was being asked to cater birthdays and daycare potlucks and this love of baking bloomed into a business.

Has it been a smooth road?
Doing everything on my own has been liberating in many ways but also challenging. While I worked with businesses at my corporate job, it’s completely different when you’re in the weeds at every step. I’m the baker, marketer, editor, web designer and bookeeper. Oh, and a mom to two adorable but demanding toddlers.

I started this business late last year and was starting to get a sense of rhythm with taking care of my kids and baking and delivering across LA. Once the pandemic hit, my so-called work-life balance, like so many other parents, came to a screeching halt. My older son’s preschool closed and I suddenly became his homeschool teacher, playdate friend and all-day line cook overnight. While I was trying to savor and cherish all of these moments with my kids, I was exhausted. So I started to focus less on catering events and began making more contactless deliveries to homes across LA County. I’m hopeful that I can help make this new normal a little bit easier on working parents by offering a quick breakfast or snack option, without forcing them to sacrifice on nutrition.

So let’s switch gears a bit and go into the Cubcakes story. Tell us more about the business.
I specialize in toddler-friendly baked goods – freshly-baked muffins and brownies that are delicious and filled with organic fruit and vegetables. I’m happy that I can provide an alternative to busy parents who still want to provide a nutritious option to their kids – whether its for breakfast, snack time or for dessert. In addition, all of my baked goods can be stashed in the freezer so they can be enjoyed weeks later! I’m also working on expanding my line of goodies — I’m testing out chocolate chip lactation cookies and new muffin flavors.

How do you think the industry will change over the next decade?
It’s obviously hard to predict where an industry is going, particularly one as dynamic as the food industry. However, I know there has been a trend to make healthier alternatives that are actually healthy, and not just marketed under such a halo. People are asking questions like which faux sugar is superior and which chemically-derived ingredient is safe? I think that’s good and as consumers want to know more, the industry will be forced to evolve. And if there’s a silver lining to this pandemic, it’s that people are becoming more aware and concerned about their health. And so much of our health leads back to what we put in our bodies. So hopefully that trend will continue.

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Image Credit:

EmmaDAlessandroPhotography, Photocentrique

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