Crumbl Cookie: The hunt for a UK equivalent

You can’t deny that, at some point or another, we’ve all craved a cookie. Whether it’s stuffing a freshly baked chocolate chip in your mouth while rushing to a lecture, or indulging in a rich, triple-chocolate salted caramel cookie after a long night out, there is something deeply satisfying, perhaps even essential, about a good cookie.

For many, Crumbl Cookie is their first choice. Its unique weekly rotation of flavours, strong marketing, and social media presence have helped the brand flourish into one of the most recognisable dessert brands in the world. Crumbl has even collaborated with various celebrity faces, such as The Kardashians, Olivia Rodrigo, and Benson Boone, creating limited-edition or pop culture-inspired desserts for its US audience.

You just can’t beat that nostalgic feeling; it brings you straight back to the stress-free time of your childhood and early adolescence

However, Crumbl is no stranger to controversy. In 2024, BBC News Sydney reported one of its biggest scandals, when Australian customers were allegedly paying for stale, days-old, and costly Crumbl cookies – smuggled from Hawaii in suitcases. Founders of Crumbl, Jason McGowan and Sawyer Hemsley, quickly distanced themselves from the issue, clarifying that their company had no affiliation with the smuggled cookies. Regardless, many US customers argue that the cookies are ‘overhyped’ and ‘undercooked’, with influencers weighing in on which flavours are worth the hype on platforms like TikTok and Instagram.

This raises a fundamental question for those outside the US: what’s the UK equivalent of Crumbl – and which is better?

I remember walking home from school with about five pounds to my name, deciding to spend it all on Sainsbury’s cookies. I know I’m not alone in appreciating the familiarity and simplicity of a classic chocolate chip cookie, especially from one from the Big Four (Sainsburys, Tesco, Asda, and Morrisons), which have long been go-to spots for affordable comfort bakes.

And yes, they might not look as aesthetic or ‘Instagram-worthy’ as Crumbl’s creations, but the rich, buttery scent, sweet milk chocolate, and the subtle toasty aroma of baked dough – with a crisp edge and soft, chewy centre – hit the spot every time. You just can’t beat that nostalgic feeling – it takes you straight back to the stress-free time of your childhood and early adolescence.

While it is no secret that the US and UK consumers differ in their food preferences, presentation is prioritised over practicality for American tastes

Although Marks & Spencer has seriously stepped up its dessert game this year – from the ‘Red Diamond Strawberry & Crème Sandwich’ (which sparked quite the debate among dessert experts) to its latest cookie collections, ‘Chucked ’n’ Loaded’ and ‘Cookie Cup’ – the latest it’s Chucked ’n’ Loaded range seems to mimic Crumbl’s bold, visually striking flavours and appeal: raspberry cheesecake, pistachio and white chocolate, chocolate and hazelnut. But are these flavours a little too much for the British palate?

The marketing technique had heavily focused on the aesthetic appeal, clearly inpired by Crumbl’s social media success. And while it is no secret that the US and UK consumers differ in their food and dessert preferences, American tastes tend to prioritise presentation over practicality. As Kourtney Kardashian once said in her now-viral moment, “But how exciting is it to smell it?” – referring to her refusal to eat a doughnut but still wanting to enjoy the aroma. It perfectly sums up how desserts in the US can sometimes be treated as a visual experience than the taste itself.

While the UK may not have the same exciting pink boxes filled with excessive artificial colouring and sugar, many British brands are starting to experiment with new flavours and designs for us to try. Whether you are loyal to your supermarket’s freshly baked cookies or curious about bolder, more eye-catching creations, one thing’s clear: the British cookie culture is only just getting started.