Is Crumbl falling apart? Yes, it is

Crumbl released a 32-ounce drink called the "Crazy Cousins" this week, which contains 186 grams of sugar, drawing significant online criticism. Wellness influencer Itay Shechter highlighted the drink's sugar content, comparing it to five cans of Coke in a viral post. Physician Mark Hyman stated the drink is equivalent to eating 19 Krispy Kreme donuts and should be illegal. The betting app Polymarket humorously framed the drink as a toxic threat with "186,000mg of sugar." This product launch comes amidst Crumbl's expansion into a wider array of sugary treats beyond cookies, including "cookie fries," "dirt cups," and "icebox cakes," as well as 46 "dirty soda" flavors. This diversification strategy, coupled with a growing backlash, including commentary from Zooey Deschanel, and weakening sales, suggests that Crumbl may be losing its appeal. The company, founded eight years ago in Utah, experienced rapid growth in the 2020s, but recent product rollouts, such as a 1,200-calorie "Holiday Seasoning Candy Cane Brownie," have been met with skepticism.