On April 7th, Crumbl had a special week of cookie flavors. Crumble is a nationwide cookie company that provides different flavors each week. The Kardashians partnered up with Crumbl to make their own unique cookie lineup. Josh Petty, the owner of Crumbl on 1816 Hendersonville Rd, said, “We partnered with the Kardashian-Jenner family, and each of them has collaborated with their corporate kitchen to develop a flavor that is unique to them and reflects their style.” Each Kardashian and Jenner created their personalized cookie in collaboration with Crumbl.
Kris Jenner’s is a classic yellow cake with dark chocolate ganache and chocolate frosting on top. The cake was really dry, but it tasted like a normal cake. The dark chocolate frosting and the ganache had a strong cocoa powder taste.
Khloé Kardashian’s choice is an Oreo dark chocolate cookie with cookies and cream mousse and chocolate drizzle. The chocolate cookie base was well-balanced and didn’t have a strong dark chocolate taste. The cookies and cream mousse had a weird texture; it was similar to whipped cream but had a denser volume to it.
This next cookie was so good. Its texture was soft to bite into, sweet from the frosting, and crunchy from the sprinkles baked into the batter. It was like a frosted Lofthouse sugar cookie sold at Ingles in a plastic container, but the texture was dense, and the flavor was a classic cookie. Kylie Jenner’s is a pink confetti cookie with a sugar cookie base and cake batter pink frosting on top, and it is a customer favorite.
Kim Kardashian’s is a Snickerdoodle cookie with vanilla glaze and toppings. This cookie was more buttery, and the cinnamon and sugar were well-balanced.
Kourtney Kardashian’s is a flourless chocolate cake in a tin with chocolate ganache and a few fresh raspberries. When you bite into the flourless chocolate cake, it tastes like a mix of a brownie and a lava cake. But once it started chewing on it, it had this weird “airy” flavor due to the chocolate cake having no flour in it. It was very light, but the flavor was weird and nasty.
While each one is unique, Kourtney’s offers something even more different because it is gluten-free.“We rarely do one of these, so it’s kind of fun to do that. It’s a little bit less of a sweet option because she is more health conscious,” said Petty. Every week, Crumbl has different flavors with an additional traditional cookie. Last week, they had a double chocolate chip cookie on top of the Kardashian-Jenner family cookies. Since the Kardashians are a very popular reality TV family, their name has brought in customers. “It’s a fairly similar target demographic, but I think anyone who’s really into pop culture has purchased the cookies,” said Petty. “It has been successful. We’re up probably 50 to 60% from the normal volume at both stores in Asheville.”
Due to the large number of customers, the cookies have been selling out fast. Customer favorites are the cookie dough from Kendall Jenner, the cookies and cream skillet from Khloé Kardashian, and the yellow cake from Kris Jenner. Crumbl has had to keep up with this large demand. The single large cookies are around $5.50 a piece, but the six-pack large cookies are around $30. With the high amount of sugar and calories, the cookies are easily shareable. “We were doing everything we could to try and keep them as available as possible all week long, and we have been selling out of one or two cookies every day,” said Petty. So, that leads to the question: Did you try the Kardashian-Jenner cookies, and if so, which was your favorite?
