Crumbl Cookies is no stranger to buzz. Known for its rotating menu of decadent, over-the-top treats, the American bakery chain has built a loyal following of sweet-toothed fans across North America.
But their newest celebrity collab? It’s not exactly going down easy.
This time, Crumbl teamed up with none other than the Kardashian-Jenner family—and let’s just say the internet has some thoughts.
A Cookie for Every Kardashian
The limited-edition lineup was meant to be a sugary celebration of the famous family, with each cookie inspired by a different Kardashian-Jenner sister (or momager).
On the menu?
- Kris’ Classic Yellow Layer Cake
- Kourtney’s Flourless Chocolate Cake
- Kim’s Snickerdoodle Crumb Cake Cookie
- Kendall’s Cookie Dough Cupcake Cookie
- Kylie’s Pink Confetti Sugar Cookie
- Plus a classic double chocolate chip thrown in for good measure.
Sounds delicious, right? Not everyone agrees.
Social Media Isn’t Buying It
Almost as soon as Crumbl made the announcement, social media lit up—and not in a good way.
Critics flocked to the comments section, calling out the brand for what they saw as a tone-deaf move. One Instagram user summed up the general vibe perfectly:
“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.”
Another pointedly asked, “As if the Kardashians don’t have enough money already?” Others urged Crumbl to “read the room.”
The overall reaction? Less “yum” and more “yikes.”
Crumbl’s History of Celebrity Flavour Drops
To be fair, Crumbl has always had a flair for the dramatic when it comes to its cookies—and this isn’t their first celebrity-inspired menu.
In the past, they’ve featured creations linked to stars like Olivia Rodrigo, Jimmy Kimmel, and the Jonas Brothers.
They even hosted a Kylie Jenner pop-up event at their West Hollywood location not too long ago.
So this Kardashian-Jenner menu? It was almost on brand. Almost.
But Does It Work for Everyone?
The big question now is whether Crumbl has overplayed its celebrity card—especially with consumers outside the U.S.
South African marketing expert Thando Maseko weighed in, noting that local audiences are “savvy” and can spot when a brand is just trying to cash in on fame.
“If the partnership doesn’t align with local values or feels exploitative, it won’t fly,” she explained.
Translation? Just because it works in L.A. doesn’t mean it’ll hit home in Joburg.
Still, the Kardashian-Jenner Name Draws a Crowd
Despite the backlash, not everyone’s turning up their nose.
Some die-hard fans are thrilled about the cookie lineup, and the Kardashian-Jenner name clearly still carries serious weight.
Whether you love them or can’t stand them, the family still knows how to stir up a reaction—and Crumbl knows how to keep people talking, one cookie at a time.
So, Was This a Sweet Treat or a Marketing Misstep?
At the end of the day, Crumbl’s collab with the Kardashians may be a matter of taste—literally and figuratively.
Some see it as a fun twist, others as a cringey cash grab.