The Sweet Deception: Unpacking the Unhealthy Truth Behind Crumbl Cookies

In the world of social media, it's not uncommon to come across viral trends and fads that sweep the nation. One such phenomenon is Crumbl Cookies, a highly popular brand known for their aesthetically pleasing and expertly marketed baked goods. Founded by cousins Jason McGowan and Sawyer Hemsley in 2017, Crumbl has expanded to over 1,000 stores across the US, Canada, and Puerto Rico, with a massive following on TikTok. However, beneath the surface of their colorful packaging and tantalizing flavors lies a reality that's far from healthy. According to Georgia Ede, a Harvard-trained nutritional and metabolic psychiatrist, Crumbl cookies are "unhealthy, full stop. " The cookies are made from ultra-processed ingredients like bleached flour, sugar, soy lecithin, and artificial flavors. A single cookie can contain a staggering 96 grams of carbohydrate, which instantly turns into glucose in the bloodstream, posing a risk of high blood glucose and insulin levels. Sam Feltham, founder and director of the Public Health Collaboration, agrees that Crumbl cookies are not a healthy choice. He notes that the cookies are high in calories, sugar, and fat, making them a "metabolically damaging foodstuff. " Janie Perry, a nutritional therapist specializing in weight management, adds that the cookies are not only high in calories but also contain little to no protein or fiber.Crumbl's rotating menu, which features new flavors each week, has been a brilliant marketing tactic, according to Ede. However, this strategy also sets up a pattern of scheduled surprise, which can be a powerful driver of addictive behavior. Furthermore, the brand's partnership with popular TikTok creators has led to the proliferation of mukbang videos, where content creators devour entire boxes of cookies in a single sitting. This trend not only promotes overconsumption but also normalizes excessive eating of high-sugar, low-nutrient foods. The health experts consulted for this article emphasize that excessive sugar consumption can lead to insulin resistance, which is a prime driver of most metabolic diseases. Feltham warns that eating Crumbl cookies in large quantities can lead to blood sugar spikes and crashes, contributing to sugar cravings, weight gain, low energy levels, and, over time, issues like insulin resistance. Ede takes a stronger stance, stating that high-sugar foods like Crumbl cookies "might promote sugar addiction. " She explains that sugar triggers the brain's reward circuits to release dopamine, a neurotransmitter that signals pleasure and motivates us to seek more of the same. Repeated use of sugar can eventually dull the dopamine pleasure response, leading to compulsive overeating. In conclusion, while Crumbl cookies may be a tempting treat, they are far from a healthy option. The experts consulted for this article warn that consuming these cookies regularly can have detrimental effects on one's health, including the development of insulin resistance, obesity, and other metabolic diseases. It's essential to approach such treats with caution and mindfulness, enjoying them in moderation and balancing them with a healthy diet and lifestyle.