The internet (well, a small part of it anyway) is in a frenzy today as beloved gourmet cookie chain, Crumbl, announced its next celebrity collaboration with the Kardashian-Jenner empire. What started as a sugary business partnership has turned out to be a bit more dramatic than anticipated, with some loyal customers taking to social media to express their disappointment.
On April 6, Crumbl Cookies shared a video update to their Instagram with the caption reading, “The iconic Kardashian Jenner Family x Crumbl menu is here! 🤎🍪 Apr 7–12 👇”
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The Update includes Kris’ Classic Yellow Layer Cake, Kourtney’s Flourless Chocolate Cake, Kim’s Snickerdoodle Crumb Cake Cookie, Khloé’s Cookies & Cream Skillet Cookie, Kendall’s Cookie Dough Cupcake Cookie, and Kylie’s Pink Confetti Sugar Cookie (as well as the classic double chocolate chip cookie).
They added in the caption, “Don’t forget, Minis are available all week long! 🍪 Available only in select products while supplies last. ✨ #Crumbl.”
While some were excited for the new flavors, many others called out the Kardashians‘ political affiliations and how this doesn’t make the brand look good to them.
People commented things like “Oof, you guys really dropped the ball with this one 🥴 What an absolutely ridiculous family to align yourselves with, especially in this climate. I’ll pass,” as well as “Not only is this the most tone-deaf PR disaster I’ve ever seen, but these are genuinely all flavors they would have (IF NOT ALREADY HAVE) pushed regardless of the ‘collaboration’. This is so genuinely awful I honestly think this decision was made by someone who hates the company.”
Others commented things like: “Looks like a great week. But I won’t support billionaires 🤷🏻♀️, “No thank you. I’ll be supporting a local bakery this week,” “kardashians? i am done with crumbl,” and “These actually do look amazing but i wont be buying. Not supporting anything related to their name. This is not a good look for your brand.”
Khloe Kardashian, Lamar Odom, Kris Jenner, Kendall Jenner, Kourtney Kardashian, Kanye West, Kim Kardashian, Caitlin Jenner and Kylie Jenner
Jamie McCarthy
Who Else Has Crumbl Cookies Collaborated With?
Now, this Kardashian-Jenner collaboration isn’t the first celebrity collab they’ve done (nor is it the first time with a Kar-Jenner). They’ve worked with Olivia Rodrigo on a GUTS cookie, Jimmy Kimmel on a Holiday Seasoning Candy Cane brownie, and the Jonas Brothers Caramel Popcorn collab.
And yes, they’ve partnered with a Jenner: Kylie. Back in July 2024, Kylie and Kylie Cosmetics partnered with a one-day event at the West Hollywood Crumbl, featuring cookie flavors like confetti cake batter, “Kylie’s” pink sugar, banana caramel, churro con leche, snickerdoodle cupcake, and milk chocolate brownie.
Have the Kardashians Ever Worked With a Food & Drink Company Before?
Along with the previous Kylie collab, the Kardashian-Jenner family hasn’t done much. While they’ve given viral pantry tours, only one of them has dove into the food and drink industry.
‘One of the most controversial Kardashian-Jenner business ventures to date was when Kendall released her 818 Tequila in 2021. Per their website, they work closely with family-owned farms in Jalisco, Mexico, to create the agave drink, among expanding to other alcoholic beverages. ‘Well, one of the most controversial Kardashian-Jenner business ventures to date was when Kendall released her 818 Tequila in 2021. Per their website, they work closely with family-owned farms in Jalisco, Mexico, to create the agave drink, among expanding to other alcoholic beverages.
As the crumbs settle on this controversial collaboration, only time will tell if Crumbl’s sweet success story has met its first bitter bite—or if, like the Kardashian-Jenner family themselves, they’ll manage to turn even the harshest criticism into their most profitable business venture yet.
Satisfy your sweet tooth with more awesome Costco bakery items seen in the gallery below.