Feb. 13, 2025
By Rayan Yamout
Editor
This article is part of a three-part in-depth reporting project about food.
Cookies have long been a cherished indulgence. From the timeless charm of chocolate chip to the hearty appeal of oatmeal raisin and the simple sweetness of sugar cookies, these baked goods have satisfied sweet cravings for generations. However, in recent years, cookies have transformed from homemade or low-priced snacks to fancy treats that dominate dessert trends.
Crumbl, a boutique cookie shop with over 1,000 locations across all 50 states, Canada and Puerto Rico, has seen a surge in business since opening its first location in Logan, Utah in 2017.
Crumbl promotes its cookies through advertisements and sponsored posts on large social media platforms like Instagram and TikTok, where content creators record themselves unboxing, eating and reacting to the cookies they purchased. These videos make the experience of buying cookies feel more like attending an exclusive event than simply grabbing a snack.
Sophomore Madison Mason, who learned about Crumbl on Instagram and TikTok, said the videos she has seen promoting the cookies influenced her to try them.
“If I see an influencer or someone on the internet reviewing them and making them look appetizing, it convinces me to want to try them,” Mason said.
Marketed as a high-end treat, a regular cookie costs $4.99, a box of six mini cookies costs $16.99 and a box of four large cookies costs $17.99.
Mason said the steep price will not stop her or other customers from frequenting Crumbl.
“It will remain popular because it has been for a long time and the new flavors keep everyone going,” Mason said.
Mason, who visits Crumbl’s Paramus location weekly, said she especially enjoys the semi-sweet chocolate chunk cookie.
“It is my favorite because it’s simple but has the perfect flavor with rich and creamy chocolate in every bite, and you can never go wrong with a chocolate chip cookie,” Mason said.
Senior Elona Megally said she goes to the Crumbl location in Wayne about once or twice a month when the weekly flavors, which are posted on social media and Crumbl’s website, appeal to her.
“When the flavors change every week, it builds a curiosity around the cookies,” Megally said. “It benefits the company because more people go every week to try new flavors.”
Megally said even though she focuses on the flavors, with Kentucky butter cake being her favorite, she still considers the health impacts of the cookies, which are high in saturated fat and sugar.
“When I get Crumbl, I don’t eat all of it in one day. I try to divide them and eat them throughout the week. It can get difficult because the cookies taste really good, but I like to consider my health,” Megally said.
“If I see an influencer or someone on the internet reviewing them and making them look appetizing, it convinces me to want to try them.”
Sophomore Bora Aris said he does not buy Crumbl cookies due to their high calorie count.
“One Crumbl cookie is roughly 700 calories, which can be substituted for a full meal with far more nutrients than a processed cookie,” Aris said.
Crumbl’s brownie sundae, which was released on Sept. 30, 2024, took decadence to the next level. One cookie contains 1,130 calories and 110 grams of sugar, which is three times the amount of sugar the Centers for Disease Control and Prevention recommends for daily consumption by an adult male.
Aris said he recognizes the influence flavor variety and presentation have on customers.
“They want to try these exotic flavors loaded with sugar,” Aris said. “People are addicted to artificial flavors and can’t control themselves, especially with how [Crumbl] presents these cookies.”
Health and physical education teacher Mrs. Decker said the rise of luxury cookie businesses like Crumbl is detrimental to customers’ eating habits and overall health.
PHOTO BY RAYAN YAMOUT Crumbl updates its cookie flavors weekly. The boutique cookie shop opened its doors in Paramus on Sept. 6, 2024.
“I am seeing more and more of these cookie places pop up, and many of them are open when every other store, restaurant and place of work is closed for the day. This makes it significantly easier for people craving something sweet to place an order and have a whole box of cookies delivered,” Decker said.
She said frequent consumption of these cookies can lead to major health problems, including heart disease, type 2 diabetes and certain types of cancers.
Despite her concerns about Crumbl, Decker said students do not have to avoid the cookies completely.
“If you are eating these cookies a few times a year, that’s okay,” Decker said.
She said people should consider the cookies’ calories, contents and size before becoming customers.
“If you are a health-conscious person, you are better off making your own cookies at home so that you can control the ingredients,” Decker said. “You can make many desserts at home with half the sugar and half the calories that the recipe calls for, and they can still taste great.”
