Crumbl Cookies, the American bakery chain known for its weekly changing menu, has landed itself in hot water.
Their latest collaboration? The Kardashian-Jenner clan. But this partnership isn’t exactly a good time for everyone.
The cookie company announced their limited-time menu featuring six flavours, each named after a member of the Kardashian-Jenner family, according to Daily Mail.
You could sink your teeth into Kris’ Classic Yellow Layer Cake, Kourtney’s Flourless Chocolate Cake, or Kim’s Snickerdoodle Crumb Cake Cookie.
Kendall’s Cookie Dough Cupcake Cookie and Kylie’s Pink Confetti Sugar Cookie also joined the lineup, alongside a classic double chocolate chip.
The reaction, however, has been less than sweet.
SOCIAL MEDIA REACT TO KARDASHIAN ENDORSEMENT
Social media has been buzzing with disgruntled cookie fans. Many feel that Crumbl has made a proper blunder by associating with the Kardashian-Jenners.
“Oof, you guys really dropped the ball with this one,” one Instagram user commented. “What a ridiculous family to align yourselves with, especially in this climate. I’ll pass.”
The issue? Some reckon the Kardashian-Jenners are already rolling in it. “As if the Kardashians don’t have enough moneyalready,” another user wrote.
Others simply urged Crumbl to “read the room.”
CRUMBLE COOKIES
Crumbl, which has expanded rapidly across North America, is known for its quirky, ever-changing menu.
In the past, they have teamed up with other celebrities. Olivia Rodrigo, Jimmy Kimmel, and the Jonas Brothers have all had their turn.
Last year, Kylie Jenner even had a pop-up event at the West Hollywood Crumbl location.
But what does this mean for South African consumers who are increasingly aware of celebrity endorsements?
CASH GRAB?
Local marketing expert Thando Maseko weighs in: “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.”
THE KARDASHIAN-JENNER EFFECT
Despite the negativity, some fans are still drooling over the cookies. It seems that the Kardashian-Jenner effect, whether good or bad, is still a powerful force.
But for many, this collaboration is a biscuit. A plain, boring, dunk-it-in-your-tea-and-hope-for-the-best biscuit.
DO YOU THINK CRUMBL COOKIES MADE A MISTAKE BY COLLABORATING WITH THE KARDASHIAN-JENNER FAMILY?
Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1.
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