I travelled to America to try the viral Crumbl cookies – they beat the UK but there was a downside
Plus, we tried the Dubai chocolate ice cream that's come to London
COOKIE CRAZY I travelled to America to try the viral Crumbl cookies – they beat the UK but there was a downside
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WHEN the hotel receptionist spotted my baby pink cookie box and demanded to know "where's the Crumbl?" I knew I was in for a treat.
Crumbl, which sells huge cookies and cakes, has become a huge viral trend in the US - so during my recent adventure to the States, I decided to give it a try myself and do my very own taste test.
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I decided to try some of the desserts from Crumbl in the USA
Credit: Supplied
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The box of six rotates every week with new and limited flavours
Credit: Supplied
Crumbl is a dessert franchise known for its rotating selection of gourmet cookies which opened in 2017 and has gone through surges of being an internet sensation, mostly through TikTok videos.
Celebrities have even teamed up with the brand to create their own cookies.
The Kardashian-Jenners released unique flavours in a collaboration that ran for six days in April 2025.
And musicians Olivia Rodrigo and The Jonas Brothers also did a collaboration with the brand.
Something else that makes Crumbl stand out from your typical bakery and local supermarket, is the rotating menu.
Every week, the brand reveals a new box of six cookies that feature for just one week, and are always different.
While favourites may come back, they could reappear just once or twice a year because the menu has over 300 flavours which can mean the shops get busy.
So is the Crumbl cookie hype worth it? I'm here to say yes (for the most part anyway).
The first thing I was taken aback by, and not in a good way, was the price, a box of six cost me $28.97 (£21.39) - a lot of money for some desserts, especially when a bag of five cookie costs just £1.50 in Sainsburys.
But actually, when I saw what was inside the box, which was beautifully presented brownies and cookies with delicate icing and soft chocolate chips all the size of my hand, the price all of a sudden actually seemed reasonable.
I tried the viral Christmas cookies from M&S, and they tasted like a festive party
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Here is the Churro Cake and Peanut Butter Brownie
Credit: Supplied
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The S'mores Cookie was a sticky marshmallow delight
Credit: Supplied
The S'mores Cookie was first up, and was ridiculously sticky, but also ridiculously amazing.
It is a cookie version of the classic bonfire treat with soft and gooey with marshmallow, chocolate chips and graham cracker sprinkles.
The stickiness did put me off at first because the marshmallow got everywhere. But it tasted amazing, and for a cookie, it was huge - much bigger than anything I've found in the UK
Sadly I was disappointed by the second tasting with the French Toast Cookie was by far the worst.
For one, it wasn't a cookie, it was a cake, and a very dry one at that.
There was also a ball of vanilla icing on the top, that and the syrup drizzle did nothing to add moisture, or taste for that matter.
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The French Toast 'cookie' was a dry disappointment
The Churro Cake on the other hand, was very rich, a fluffy two-tiered cake flavoured with cinnamon and stuffed with butter icing.
I don't think anyone should be eating this as a snack, but maybe if it was a friend's birthday, this one would be a very cute treat.
For a place that mass produces the desserts, the delicately piped icing and moistness of the sponge was impressive.
Now, the Peanut Butter Cup Brownie made with REESE'S was a full on dessert and one of the best things I've tasted, so I won't be staying quiet about it.
It's a huge brownie covered with peanut butter drizzle and REESE's pieces (which are my new favourite chocolate).
Eating it did take a serious sweet tooth and willpower, but the flavour was sensational.
Choose your flavour wisely as some were dry and bland
This is one for peanut butter fans and I have to confessed that if I was in the US when this returned to Crumbl stores, I'd happily join the 20-minute queue to get one.
I wasn't familiar with the concept of Dirt Cake previous to visiting Crumbl, but the cookie version was one of my favourites.
The cookie was messy because on the top was crushed Oreo to give the impression of dirt, and when I picked it up, the biscuit crumbs promptly fell all over the table to join the marshmallow mess from earlier.
The chocolate icing was very smooth and surprisingly not as sickly sweet as I expected. Plus, the gummy worm topping was a nice touch too.
One thing Crumbl does well is finding a theme and doing it well. I'd love to see what cookie decorations they have at Halloween and Christmas.
The Raspberry Lemonade cookie was by far the prettiest of the lot with swirled pink icing and a lemon slice placed on top.
I didn't taste raspberry at all because the lemon flavour was intense.
The flavour made it a lot lighter than the other five selections, which was a nice relief after all the rich chocolate I'd been eating.
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The Raspberry Lemonade cookie was by far the prettiest
Credit: Supplied
But all in all, it was a bit boring.
With the taste test complete, it's time for the maths.
The desserts averaged out at $4.79 (£3.56) each, and I'd argue only two out of my box of six weren't worth the hefty price tag - the French Toast Cookie for being so dry, and Raspberry Lemonade which was too basic.
While some might say it's too much for one cookie or dessert, I haven't found anything quite like these in the UK for this price - in terms of flavour, decoration and size.
My mind goes to Millie's Cookies and Ben's Cookies - which is closer to Crumbl with it's thick, New York style treats.
But in my opinion, they lacked something that Crumbl didn't - an overloading of toppings and packed, flavourful centres.
So yes, they are worth the hype, but it just depends on which one you pick - so choose wisely.
(And don't worry, the desserts didn't go to waste, I found fellow Crumbl fans to help take them off my hands.)
Assistant Travel Editor Sophie Swietochowski also tried the new viral Dubai chocolate ice cream served at a top London attraction and here's what she thought.
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