Oprah Winfrey praised them. Jon Stewart plugged them. Martha Stewart shared the recipe on television.

Sprinkles Cupcakes, the Beverly Hills cupcakes-only bakery established in 2005, has a fan base that reads like a Red Carpet Who’s Who. In addition to a dozen U.S. outlets, the confectionary also operates a Sprinkles Cupcake ATM on S. Santa Monica Boulevard in Beverly Hills.

And now the divine dessert-maker is cooking up a new batch of retail locations in the Middle East following the signing of a franchise agreement between Sprinkles Cupcakes and M.H. Alshaya Co. The partnership is expected to expand the Sprinkles brand into 10 countries across the region including Bahrain, Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia and The United Arab Emirates.

“Our cupcakes are a sophisticated update on an American classic and have developed a strong international fan base among overseas visitors,” said Candace Nelson, founder of Sprinkles Cupcakes. “Our brand is all about outstanding taste and quality and we are confident that Alshaya can deliver that promise to consumers in the Middle East.”