NEW YORK (AP) — Sprinkles Cupcakes, renowned for its unique “cupcake ATMs,” has closed its doors after two decades of delighting dessert lovers across the United States, as confirmed by the brand’s original founder.

Candace Nelson, who launched the beloved bakery in 2005 following the loss of her job, expressed her sentiments about the closure announced on December 30. “Even though I sold the company over a decade ago, I still have such a personal connection to it, and this isn’t how I thought the story would go,” Nelson reflected.

Sprinkles Cupcakes began humbly in Nelson’s kitchen, eventually expanding to its first retail space in a modest Beverly Hills shop that once served sandwiches. The brand quickly gained national acclaim, capturing the hearts of many who took to social media to share their disappointment over the closure.

The innovative cupcake vending machines, found in malls and airports, garnered viral attention on TikTok, particularly for their catchy “I love Sprinkles” jingle that echoed as a robotic arm dispensed the sweet treats.

As of now, Sprinkles Cupcakes has ceased sales on its website, which no longer lists any of its former locations across the nation.

Nelson sold her business to private equity firm KarpReilly LLC in 2012 after the company had expanded to 10 locations across the country. The firm owns dozens of other companies for products including a health food home delivery service, kombucha and protein wellness shakes.

KarpReilly did not respond to an emailed request for comment Friday evening. Neither the firm nor Nelson provided a reason for the cupcake company’s closure.

Private equity has dramatically expanded its influence in restaurants over the last decade, investing $94.5 billion between 2014 and 2024, according to data from capital market company PitchBook.

Some outraged Sprinkles Cupcakes fans said on social media that the closures were part of a larger trend where private equity firms purchase restaurants and retail brands — like Red Lobster or TGI Fridays — that later file for bankruptcy or close altogether.