Crumbl's most popular cookies have more calories than a Big Mac, and fans on social media are outraged (2024)
Apparently, it takes running 18 miles to burn all the calories in four Crumbl cookies.
That's according to TikTok creator Reece Schmidt, who records himself doing what he calls "impossible runs." He eats high-calorie foods and tracks how many miles it takes to burn off the calories he consumes.
In one video, Schmidt ate four Crumbl cookies, which equaled roughly 2,600 calories. He said he felt sick before he started his run. At mile 16, he'd burned 2,201 and told viewers, "I'm done eating Crumbl."
The popular cookie brand, known for its colossal 6-ounce desserts and unique flavors, has recently come under fire on social media for the number of calories in its cookies.
In fine print under each cookie, Crumbl's menu gives the number of calories per serving. On the latest weekly menu, this number ranges from 120 to 210. However, some customers don't realize the menu has a dropdown feature that gives the full nutritional facts, showing that one serving is one-fourth of a cookie.
A classic chocolate chip cookie from Crumbl has 720 total calories — that's more than a Big Mac from McDonald's, which has 590 calories.
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Some customers have expressed anger after realizing they consumed much more calories than they thought.
"So I just found out something very upsetting today," one TikTok user said in a video. She explained how she discovered a single Crumbl cookie was 680 calories, not 170 as she'd thought.
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"Normally, this isn't a big problem," she said. "Except I pound them three at a time."
In another TikTok video, a user wrote, "I just ate two cookies from Crumbl because I thought they were only 190 cals each."
On X, Jenko Kent posted a screenshot of a nutrition facts label for the peaches and cream cookie, showing a total of 1,000 calories per cookie. "This should be illegal," he wrote. "Fool customers into consuming far more calories than they realize in order to sell more of a ridiculously unhealthy product."
This should be illegal. Despicably deceptive. And such a prevalent and malicious practice that has one purpose: fool customers into consuming far more calories than they realize in order to sell more of a ridiculously unhealthy product. pic.twitter.com/ZITdXgI1fO
The next day, Kent followed up on the thread with another screenshot showing the total calorie count on Crumbl's site had been changed to 640. In a Reddit thread about the change, one user mentioned it's possible the first calorie count was for an outdated recipe for the cookie, which included more frosting.
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This isn't the first time Crumbl fans have been astonished by the brand's high-calorie treats. In May, the Center for Science in Public Interest published an article alerting consumers to the number of calories in each cookie. The consumer advocacy group wrote that a chocolate chip cookie from Crumbl has a full day's worth of saturated fat and more than half a day's worth of added sugar.
For customers worried about eating too many calories in one sitting, Crumbl sells a cookie cutter for $8 that evenly divides its cookies into four servings.
Crumbl did not respond to Insider's request for comment.
Crumbl's most popular cookies have more calories than a Big Mac, and fans on social media are outraged. Crumbl fans are astonished that a single cookie is four servings. A chocolate chip cookie from Crumbl has 720 total calories. That's more than a Big Mac, which is 590 calories.
The Crumbl Classic Pink Sugar Cookie's first ingredient is powdered sugar. So each cookie has 76 grams (18 teaspoons) of added sugar—about 1½ times a day's max. That comes with a hefty 16 grams of saturated fat and 760 calories.
“Thus, a cookie that is advertised to [a] consumer as containing 190 calories 'per serving' actually contains 760 calories per cookie,” the complaint summarizes. In fact, the suit goes on, many of Crumbl's cookies account for “as much as a third or more” of an average consumer's daily recommended caloric intake.
It's fun, even though a six pack is almost 25 bucks. Recently, however, TikTok has found out just how many calories are in each Crumbl cookie: Around 600-800 calories. This came as a surprise to some because on Crumbl's menu, calories per serving of each cookie are listed and the number shown tends to be less than 200.
Why are Crumbl cookies so popular? It might be due to dessert trends, the popularity of chocolate chip cookies and Crumbl's minimalist yet polished aesthetic.
The consumer advocacy group wrote that a chocolate chip cookie from Crumbl has a full day's worth of saturated fat and more than half a day's worth of added sugar. For customers worried about eating too many calories in one sitting, Crumbl sells a cookie cutter for $8 that evenly divides its cookies into four servings.
Cookies and doughnuts often contain high amounts of sugar, refined flour, and fat. They're also typically high in calories. For example, 1 large chocolate chip cookie can contain more than 220 calories, while a single glazed doughnut packs over 300 calories ( 20 , 21 ).
Our cookies are meant to be crispy on the outside and gooey on the inside but not undercooked. If your cookies seem undercooked, please contact Customer Assist using the chat bubble 💬 at crumblcookies.com/contact. We want to make a report with your feedback!
Crumbl's average unit volumes and average store profitability both declined last year. By growing units so quickly, however, the brand has spread demand for cookies among a larger number of locations. And it has opened the door to troubled locations.
Some of the most popular Crumbl cookie flavors include the Honey Cake with Teddy Grahams and Birthday Cake. In recent weeks, some of Crumbl's featured recipes include S'mores, Snickerdoodle Cupcake, Iced Oatmeal, Raspberry Danish, Cookie Butter Lava, Cotton Candy, Dulce de Leche, Brookie, Oatmeal Raisin, and more.
In the last six years, Crumbl has opened more than 750 stores from coast to coast. The company says that last year it sold, on average, nearly a million cookies a day. It's the kind of success that's often traced to social media, but Crumbl is no ordinary internet sensation.
Photo: Gado/Getty Images. The U.S. Department of Labor fined Crumbl Cookies franchises in six states last month for violating child labor regulations. Following a federal investigation, the franchise owners were hit with penalties totaling nearly $58,000.
Cookies and doughnuts often contain high amounts of sugar, refined flour, and fat. They're also typically high in calories. For example, 1 large chocolate chip cookie can contain more than 220 calories, while a single glazed doughnut packs over 300 calories ( 20 , 21 ).
Crumbl Cookies' violation of child labor laws not only raises ethical concerns but also poses a risk to the company's reputation and brand image. Such violations can lead to negative publicity and damage the perception of the company among customers and the community.
Crumbl's social media following currently tops 16 million followers across platforms. It has become particularly popular on TikTok, with more than 7 million followers and a viral hashtag, ”#TasteWeekly.” TikTokers use it to post reviews, both positive and negative, of Crumbl's cookie flavor drops.
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