Crumbl Cookies, the popular American bakery chain known for its ever-changing menu, recently launched a limited-time collaboration with the Kardashian-Jenner family.
However, the partnership has sparked an unexpected wave of controversy, leaving some fans scratching their heads.
A Sweet Idea Turns Sour
The cookie company unveiled its latest menu featuring six new flavors, each named after a member of the famous family.
From Kris’ Classic Yellow Layer Cake to Kourtney’s Flourless Chocolate Cake, and Kim’s Snickerdoodle Crumb Cake Cookie, there was no shortage of celebrity-themed options.
Additionally, fans could try Kendall’s Cookie Dough Cupcake Cookie, Kylie’s Pink Confetti Sugar Cookie, and a classic double chocolate chip.
While the menu certainly offers something for everyone, the reception hasn’t been all that sweet.
Social Media Reacts to the Kardashian Endorsement
Social media erupted with disappointed cookie enthusiasts who felt that Crumbl had missed the mark with this collaboration.
Many expressed their frustration at the brand aligning itself with the Kardashian-Jenners, with one Instagram user commenting, “Oof, you guys really dropped the ball with this one.
What a ridiculous family to align yourselves with, especially in this climate. I’ll pass.”
The backlash isn’t just about the celebrity connection; some customers questioned the need for the Kardashians to profit further.
“As if the Kardashians don’t have enough money already,” one user wrote, while others simply urged Crumbl to “read the room.”
Crumbl’s History of Celebrity Collaborations
Crumbl Cookies has a history of teaming up with celebrities, and its rotating menu is part of what keeps customers coming back for more.
In the past, the brand has worked with figures like Olivia Rodrigo, Jimmy Kimmel, and the Jonas Brothers.
Kylie Jenner even hosted a pop-up event at Crumbl’s West Hollywood location last year.
But as the brand continues to expand, the partnership with the Kardashian-Jenners seems to have sparked a more intense reaction.
Local Consumers and Celebrity Endorsements
For South African consumers, the Kardashian-Jenner brand may not have the same appeal it does in the U.S.
According to marketing expert Thando Maseko, local shoppers are increasingly discerning when it comes to celebrity-driven collaborations.
Maseko notes, “South African consumers are savvy. They can spot an inauthentic collaboration from a mile away.
If the partnership doesn’t align with local values or feels exploitative, it won’t fly.”
This insight suggests that Crumbl may need to reconsider how it engages with different markets moving forward.
The Kardashian-Jenner Effect: A Blessing or a Curse?
Despite the controversy, some fans are still excited by the new cookies.
The Kardashian-Jenner family’s influence is undeniable, and for better or worse, it continues to drive attention and sales.
However, for others, this collaboration feels more like a missed opportunity—a bland biscuit with little to offer beyond its celebrity connection.