Crumbl x Kardashian-Jenner: Cookies, Controversy & the Future of a Sugar Giant
- April 13, 2025
- 0
In a world where celebrity collaborations can turn anything into a viral sensation, Crumbl Cookies took center stage in April 2025 with a glitzy, sugar-drenched partnership with none other than the Kardashian-Jenner family. The limited-edition collection, featuring six decadent desserts inspired by each family member, promised high flavor and even higher hype.
But beyond the glamorous rollout lies a deeper story—one filled with nutrition concerns, social media backlash, and questions about where Crumbl is headed next.
The Kardashian-Jenner Cookie Lineup
For one week only (April 7–12), Crumbl fans could get their hands on six exclusive desserts crafted around the Kardashian-Jenner clan’s favorite flavors:- Kris Jenner’s Yellow Layer Cake: A nostalgic two-layer yellow cake topped with fudge frosting, chocolate glaze, and chocolate curls.
- Kourtney’s Flourless Chocolate Cake: A gluten-free chocolate cake topped with fresh raspberries.
- Kim’s Snickerdoodle Crumb Cake Cookie: A rich cookie with cinnamon-sugar crumble.
- Khloé’s Cookies & Cream Skillet Cookie: A dark chocolate base loaded with cookies and cream, finished with vanilla bean mousse and ganache.
- Kendall’s Cookie Dough Cupcake Cookie: A brown sugar cookie topped with cookie dough buttercream and cookie crumble.
- Kylie’s Pink Confetti Sugar Cookie: A pastel dream topped with pink buttercream and rainbow sprinkles.
But What’s Actually in These Cookies?
The Crumbl experience is indulgent by design—but the brand has also come under fire for what goes into each oversized treat. Past cookie releases have raised nutritional eyebrows. One infamous example: the Candy Cane Brownie Cookie, which packed a staggering 1,200+ calories, 121 grams of sugar, and 40 grams of saturated fat—in a single cookie. Consumers and food activists have also flagged problematic ingredients found across Crumbl's offerings:- High Fructose Corn Syrup
- Hydrogenated Oils (trans fats)
- Artificial Colors and Flavors
- Titanium Dioxide – banned in some countries due to safety concerns
Social Media Has Thoughts—Lots of Them
While the Kardashian-Jenner collab generated buzz, it also reignited online debates about Crumbl’s quality. Critics have called the cookies “overhyped and underbaked,” citing inconsistent texture and cloying sweetness. Food bloggers and TikTok creators have posted deep dives into the brand’s nutritional makeup, comparing their cookies to junk food masked as luxury. Meanwhile, fans loyal to the brand feel caught between love for the product and growing concern for its health implications.Where Is Crumbl Going From Here?
Crumbl appears to be in the midst of a brand evolution. Recent shifts include:- A visual rebrand with a new logo and packaging rolled out in late 2023.
- Menu expansion, with new dessert formats like Cinnamon Squares to diversify beyond cookies.
- International ambitions, following unauthorized pop-ups in Australia that signaled rising global demand.
Final Crumbs
The Kardashian-Jenner collaboration may have been a marketing win, but it also shines a spotlight on a bigger conversation: how far can indulgence go before it becomes irresponsible? As Crumbl grows, the pressure is on to balance taste with transparency—and fun with function. For now, whether you’re team “weekly treat” or “ingredient skeptic,” one thing’s for sure: Crumbl knows how to stay in the spotlight.
Michael Constantine
- Share
- Tags: cookies, crumbl, health, jenners, kardashians, wellness,
