The company behind Crumbl Cookies recently had to speak up to salvage its crumbling reputation after a Crumbl Cookies-themed event unaffiliated with the actual brand started trending on social media.
The event saw the cookies sell for more than three times their original price in the U.S. and draw huge crowds, even though the organizers made it blatantly clear they were not affiliated with the actual Crumbl cookies brand.
Crumbl Cookies That Crumbl Did Not Endorse
A pop-up in North Bondi, Australia, was selling Crumbl Cookies for $17.50, more than three times the price they normally sell for in the U.S. The event organizers were transparent. They had assured fans in their Crumble Sydney TikTok bio that they are “not endorsed by Crumbl, just fans importing.”
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However, the event still attracted a large crowd. There is a lot of footage on TikTok showing long queues and customers who had a lot to say about the quality of the cookies. There were many complaints, and the word “stale” was used frequently until the Crumbl brand was forced to respond.
How the Crumbl Cookies Brand Responded to the Slander
After getting a severe virtual tongue-lashing, the Crumbl Sydney TikTok released a statement explaining why the Crumbl cookies were the way they were. According to the statement, the cookies were far from fresh because they had to be transported from the U.S.
The organizers reportedly spent $4k on flights and luggage and $6k on cookies and packaging. They also spent $2k on duties, taxes, and customs brokering and $1k on staffing. They bought 840 cookies from the U.S. and took them to Australia.
The founder of the brand, Sawyer Hemsley, also pointed out on TikTok, “You need to try them fresh. P.S. This pop-up is not affiliated with Crumbl Cookies.” On October 2, the company addressed the scandal in a statement to PEOPLE.
Even though damage control was necessary to prevent fallout, the Crumbl brand expressed joy at seeing the “excitement for Crumbl around the world.” The statement added that Crumbl locations are currently in all 50 states, Canada, and Puerto Rico and that the brand is looking “forward to expanding to other countries.”
How Many Crumble Cookies Locations Are There?
There are currently more than 1,000 Crumbl Cookies locations across the United States. Founded in 2017, it is one of the more recently created food companies. Ever since its founding, the company has grown exponentially, with many tagging it as the fastest-growing cookie company in the U.S.
The majority of its locations are franchise-owned, and the weekly rotating menu is two of the major factors contributing to Crumbl’s rapid growth. But the Crumbl Cookies recipe is not half bad, either.
What Are All the Flavors of Crumbl Cookies?
Crumbl Cookies’ current flavors include the semi-sweet chocolate chunk, brownie sundae, cookies and cream milkshake, lemon poppy, and wedding cake.
One of the things that has endeared Crumbl Cookies to many is its unique weekly rotating menu, which features six different flavors. This allows its customers to experience a variety of flavors over time.
What Are the Ingredients in Crumbl Cookies?
Crumbl Cookies contain a significant amount of butter, which gives them a rich flavor and soft texture. Brown and white sugars are used in the creative process at a typical ratio of 4:3 to enhance sweetness and chewiness.
Still, none of the above-mentioned ingredients are as crucial as eggs. Eggs provide structure and moisture, and there can be no Crumbl cookies without them. You’ll also need flour, chocolate chips, vanilla extract, salt, baking soda, and starch.
How Many Calories Are in Each Crumbl Cookie?
Each cookie generally contains between 700 to 800 calories. However, this depends on the flavor and ingredients used. The Crumbl Milk Chocolate Chip Cookie contains 720 calories, 20 grams of saturated fat, and 28 grams of added sugar.
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Similarly, the Crumbl Classic Pink Sugar Cookie has 760 calories, with 76 grams of added sugar and 16 grams of saturated fat. Its high sugar content is due to powdered sugar being the first ingredient.
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