Crumbl, the popular bakery chain that specializes in cookies, has unveiled a new celebrity collaboration, and some people are not happy about it. It’s officially Kardashian Jenner Week at Crumbl Cookies. From April 7 to April 12, customers have the opportunity to try out several different Kardashian-inspired desserts. But some people won’t be trying the cookies — in fact, many are saying they might even be done with the brand for good after this.
The brand announced the collab on social media.
“The iconic Kardashian Jenner Family x Crumbl menu is here! 🤎🍪 Apr 7–12,” Crumbl announced on Instagram on April 6. On the menu, Crumbl fans will find 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.
The Kardashian-Jenner family also promoted the collab.
“We’re taking over @crumbl cookie stores nationwide this week with our official Kardashian Jenner family custom cookie creations!!!” Kris Jenner wrote on Instagram. “Head to Crumbl this week to try all 6 of our flavors, available while supplies last.” In an Instagram Reel, she introduced all of the different Kardashian-Jenner cookies that are available this week.
In her promo post, Kourtney Kardashian pointed out that her Crumbl dessert is gluten free. “How cute is our Kardashians Jenner box?!” she wrote via her Instagram Stories. “(You know mine is gluten free and uses no refined sugar).”
Some fans celebrated the Kardashian-themed cookies.
Commenting on Kris’ Instagram post, some fans said they’ve already tried the Kardashian-Jenner family’s Crumbl cookies.
“Aww mama bear Kris … I loved you and Kendall’s so yummy,” one fan commented.
Another fan wrote, “I got it and kendall’s is the best.”
Others were eager to try the desserts. “Ahhhh okay on my wayyyyyy,” a third fan commented.
However, the collab also garnered a lot of backlash.
While fans of the reality TV family were eager to try the Kardashian-inspired Crumbl desserts, some Crumbl customers made it clear that they would not be supporting the cookie company this week.
“Oof, you guys really dropped the ball with this one,” one critic commented on the Crumbl post. “What an absolutely ridiculous family to align yourselves with, especially in this climate. I’ll pass.”
“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,'” a second person commented on the post.
A third critic called the collab “completely unnecessary,” while a fourth person urged the company to “read the room.”
Because of the “unexpected and uncalled for” Kardashian collab, some regular customers indicated that they will buy baked goods elsewhere this week. “No thank you,” one of them commented. “I’ll be supporting a local bakery this week.”
Others made it clear that they were “done” with the cookie company for good after this.
“I won’t be supporting crumbl after this,” a former customer told the company. “Sorry but I’ll support a cookie brand that is not affiliated with the kar-trashians. Y’all lost me as customer.”
Some critics pointed out that the Kardashians don’t need more money.
To one critic, the Kardashian-Jenner collab was in “poor taste.” They pointed out that there are “so many other worthy people or causes you could have chose to highlight instead of the unethical and already ultra rich.”
“As if the Kardashians don’t have enough money already,” another person commented.
While one person admitted that the desserts “actually do look amazing,” they said they won’t buy any of them because of the Kardashian-Jenner collab. “This is not a good look for your brand,” the commenter concluded.
