A rising cult cookie brand is causing a stir with its surprisingly caloric and high-sugar offering.
Utah-based Crumbl has launched a new flavor that contains 1,130 calories, which is four and a half times more than a Krispy Kreme glazed donut.
Crumbl’s $4 Brownie Sundae, which has become a viral hit, also contains 10 g of sugar, three times the CDC’s recommended daily amount for an adult man.
Dr. Darin Detwiler, a Boston-based food policy expert and professor at Northeastern University, told DailyMail.com that the nutritional values are “alarming” given how popular cookies are becoming.
Since launching in 2017, Crumbl has expanded to over 800 locations worldwide, making it the fastest-growing cookie company in the U.S., and social media videos from influencers of fitness eating them quickly have accumulated millions of views.
Despite health concerns surrounding Crumbl cookies, TikTok is inundated with people trying out its offerings, part of a growing food trend.
Dr. Detwiler said that while cookies may be an occasional treat, regularly consuming products with so much sugar, saturated fat and calories could be detrimental to overall health.
He continues: ‘Cookies and ultra-processed foods like these are the root cause of the health and obesity problem in the United States.
“If these cookies were firearms, they would be illegal.”
Many people on social media have also called Crumbl cookies “diabetes in a box.”
Crumbl’s Brownie Sundae, comprising a “gooey” brownie, “velvety” vanilla mousse, warm fudge, rainbow sprinkles and “a cherry on top,” is currently only available in select stores, with the outpost being Las Vegas one of the locations. .
While it’s the highest calorie dessert currently offered at Crumbl, the dessert brand’s other offerings also pack a punch.
The second most caloric option is the Tres Leche Cake, which provides 970 calories per dessert, thanks to a combination of fluffy vanilla sponge cake, tres leches sauce and whipped cream.
Meanwhile, two new seasonal favorites, the caramel apple and maple cream sandwich, provide 860 calories each.
Even the simplest recipe, a milk chocolate chip cookie, contains 730 calories.
The lowest calorie offering currently on Crumbl’s menu is the seasonal chocolate chip pumpkin, and each full round contains 470 calories.
Dr. Detwiler says desserts don’t need to be calorie-free, but ideally a serving of dessert should be between 200 and 400 calories, “offering a treat without contributing excessively to daily caloric intake.”
A popular candy that falls into this category is the glazed donut from Dunkin’ Donuts.
One donut contains 240 calories, 11 g of fat and 13 g of sugar.
Crumbl’s brownie sundae, which features a “gooey” brownie, “velvety” vanilla mousse, warm fudge, rainbow sprinkles and “a cherry on top,” is currently only available in select stores.
Despite health concerns surrounding Crumbl cookies, TikTok is inundated with people trying out its offerings, part of a growing food trend.
Many content creators post daily flavor reviews, with new releases garnering the most views.
tiktoker @cillastyle reviewed Crumbl’s new chocolate ice cream brownie and gave it a thumbs up.
In her video review, she tells viewers, “The medium is so sticky and squishy it’s so good…this is a 10 out of 10 for me.”
Similarly, @morganchompz gives Crumbl Calorie Release a favorable review.
She says, after tasting the huge square: “This is awesome, it really tastes like brownie ice cream and everything.”
‘I’m really very impressed. The brownie itself is fluffy, soft and chewy, all the elements are good. It’s working together.’
Despite health concerns surrounding Crumbl cookies, TikTok is inundated with people trying out its offerings, part of a growing food trend.
Many content creators post daily flavor reviews, with new releases garnering the most views.
Dr Detwiler told DailyMail.com that while Crumbl provides “transparent” nutritional information on its website, the way it is presented could mislead customers.
Each label first shows the nutritional values ”per serving”, when this is only a fraction of the actual dessert.
Highlighting this as an “opportunity for misinformation”, Dr Detwiler added: “Without clear labelling, consumers may underestimate calorie and nutritional content, which is particularly worrying with large portion sizes like those offered by Crumbl.”
“In addition, in any rapidly expanding food business, there are potential risks of supply chain fraud (mislabeled ingredients) or food safety failures, especially if the brand grows faster than its ability to maintain strict quality controls.” .
Part of its USP is that it offers a unique weekly rotating menu, with six new flavors and, according to its website, more than a million cookies are sold per day.
DailyMail.com has contacted Crumbl for comment on its products and nutritional values.