Apologies for the in situ photos—wanted to taste them as close to received temperature as possible.
*Sighs*
*Chisels sedimentary crust from my eyes*
Alright, play the song.
Even though I’m still something-ing my way through my twenties, I’ve been making a lot of jokes lately about feeling old, especially the more I realize that today’s cereal game is far different than the one I grew up with. Whereas I had Chex Quest and Millsberry, today’s kids have color-changing cereal kicks and celebrities turned into cereal pieces that are also emojis. Cereal hasn’t gotten any more or less weird, mind you, just a different kind of weird.
And if there’s any cerebrally immersive church suitable for that newfangled high strangeness, it’s Crumbl Cookies.
As someone who’s not on TikTok (by deliberate design; I’d get nothing done), there are so many trends I just don’t know about. Ergo, the cult appeal of Crumbl Cookies has been totally lost on me this whole time. I just never knew it was a thing, let alone a thing with millions and millions of devoted fans who flock to Crumbl’s’s 300+ locations weekly to try the bakery’s new flavor rotations. In my head, the popular paradigm for buzzworthy desserts is still a serve-yourself froyo shoppe, which in reality is becoming an endangered species compared to Crumbl.
So there I am at my local Crumbl, wide-eyed, slack-jawed, and soul-awed, waiting in line behind a dozen people who are also waiting to try the brand’s four new cereal cookies—as another dozen employees scoop, roll, and bake the doughy discs in a pink-saturated open-concept kitchen. It’s all quite the spectacle—and reminds me of the bubblegum efficiency of Black Mirror’s Nosedive episode—even if I felt a little out of my element (I tend to have more of a salty than a sweet tooth, believe it or not, so I’m less apt to go out for treats and instead just have a bowl of cereal at home). I also admittedly received a voucher from Crumbl to review these cookies, so it was especially funny to see the cashier’s reaction to my coupon redemption, her seeming to think I was a hip TikTok influencer instead of a crusty millennial cereal blogger.
But that’s enough about the setting, let’s talk about the eating.
