Recently, a New York based company has sought to redress the embarrassment manly men apparently feel when indulging in their love of cupcakes.

Founder David Arrick became agrieved when he read a magazine article that described cupcakes are “pink, sweet, cute, and magical.” His response is Butch Bakery, where “Butch meets Burtercream”. There are currently 12 flavours of cupcake available ranging from Rum & Coke (rum-soaked madagascar vanilla cake with cola bavarian cream filling) to the Beer Run (chocolate beer cake with beer-infused buttercream topped with crushed pretzels).

Butch Bakery is a delivery-only service and although they recommend you order at least 72 hours in advance of when you want your cupcakes delivered, they are currently fully booked and not able to deliver new orders until the end of the first week in March. To quote their website, “Whoa!”