Crumbl is one of the hottest brands of 2025. Their cookies are more like desserts than cookies—rich calorie bombs that are hard to resist. And they pair that product appeal with a sophisticated marketing strategy.
One pillar of their strategy is scarcity. They have special weekly options to go with their two permanent flavors, chocolate chip and chilled sugar. The FOMO is real: if you see a flavor that sounds good, you need to move fast because it will be gone.
Their packaging is metaphorical. It is pink and meant to resemble a flower box. Like Apple’s packaging, it gives people a sense that the product inside is special and curated.
Crumbl is also brilliant on the social media front. It recently partnered with recording artist Benson Boone to create a “Moonbeam Ice Cream” cookie, which was inspired by a lyric in one of his singles. Of course, that partnership received all kinds of social media play, as have partnerships with Jimmy Fallon, the Jonas Brothers, Olivia Rodrigo, and Kylie Jenner’s cosmetics brand. Plus, the way their cookies look makes them a natural fit for Instagram and TikTok content.
Whether this brand is a fleeting fad or one that will stick around is hard to say. But in a world where people seem increasingly concerned about artificial ingredients, Crumbl has somehow gone the opposite direction and carved out a niche that is unabashedly unhealthy but still playful and premium.