If you haven’t heard about Crumbl Cookies, where exactly have you been? This cookie empire, which started back in 2017, took the market by storm and is now positioned as one of the most popular brands all over social media. From your classic chocolate chip to a New York cheesecake flavor, they’ve found a way to combine amazing ingredients (we got them all in our bulk catalog, by the way) and add a new spin to dessert time. Now, what could go wrong when what you’re offering is a sweet time? The Human League (THL), a non-profit looking to end animal abuse, discovered that Crumbl is not using caged-free eggs, which in today’s society, is a big deal.
From Utah, to the world
Co-founders and cousins, Jason McGowan and Sawyer Hemsley, chose a light side hustle that ended up in a cookie monster of a company that has more than 1000 stores across the US, plus some more around the globe, and brings home 1 billion dollars a year. With their first store ever opening in small town Logan, Utah, and no professional baking background, they quickly learned how to capture the public with their cute pink boxes and a rotating weekly menu. “We always said we want to do the world’s best if we’re going to put our name behind it”, McGowan said to Delish. And so they did.
The sweet success starts to fade?
Around a month ago, things got shaken up at Crumbl when an unauthorized pop-up shop opened in Sidney, Australia, selling cookies for $17.50 AUD (give or take $12 USD) a piece, when these treats are around $4 or $5 USD each. The organizer of said spot had allegedly bought cookies from Hawaii and took them all the way to North Bondi, where people stood in line for hours to then be disappointed by the pastries, sources say. In addition to that, a few months before the Australian bamboozle, German-born and US-based model and social media influencer, Nara Smith (@naraazizasmith on TikTok) posted a video that got over 3 million likes trying out the sweets and described them as mediocre.
Over 50k consumers say “stop” to Crumbl Cookies
“The brand pushes a “fun” and “fresh” image, but behind the scenes, Crumbl is supporting the outdated and cruel practice of keeping hens trapped in tiny cages for the eggs used in the company’s products.”, says THL on their campaign against the company, which already got more than 50k signatures from consumers. With a society that’s constantly looking to better themselves and opt for a cruelty-free and better for the environment option, it’s no wonder that they ask their favorite companies to do the same. Even 11 US states are prohibiting producers from selling or using caged henn eggs. The organization is also voicing the consumer’s concern about the ingredients used by the company. Take, for example, their famous Pink Sugar Cookie, according to the Center for Science in the Public Interest it contains:
- 76 grams (18 teaspoons) of added sugar
- 16 grams of saturated fat
- 760 calories
The consumer’s needs always come first.
Listening to people’s needs and concerns is always a top priority, not addressing consumer claims or not having 100% control over the supply chain can damage a brand’s reputation. Sourcing good quality ingredients to create exceptional products, it’s the key to staying on top of the market. Get in touch with us and let’s bake up some delicious ideas with our ingredients!
