Viral claims are currently circulating online that Crumbl Cookies is selling treats which are equivalent in sugar content to 11 Krispy Kremes.
Crumbl was founded in 2017 and is a widely popular chain selling baked goods. Their products often go viral on social media.
The claims come at a moment of anxiety around health and food. America has long been gripped by an obesity crisis, and there is a prominent narrative online where people share concerns about different foods and ingredients, from ultra-processed foods to certain dyes and chemicals.
Early in 2025, the Make America Healthy Again initiative launched, and Health and Human Services Secretary Robert F. Kennedy Jr. framed it as a national reset. Kennedy has moved to address what he has described as a “childhood chronic disease crisis,” with school meal reforms, bans on artificial dyes and restrictions on sugary drink purchases under SNAP.
But as concerns about food have gone mainstream online, misinformation about food on social media has become rampant. A 2024 study from Dublin City University and MyFitness Pal found that only 2 percent of TikTok nutrition videos are accurate when measured against nutritional guidelines.
Newsweek has contacted Crumbl’s press team for comment via email.
The Claim
A video that was first shared to TikTok and later reposted to X, where it has been viewed millions of times, shows a content creator purchasing a chocolate brownie from Crumbl.
The creator then goes on to make a series of claims about the brownie, alleging that the brownie contained sugar equivalent to 11 Krispy Kreme doughnuts, and making a number of claims about the cookie, including that one cookie has 69 ingredients.
The item in the video was a brownie made in collaboration with the American candy brand, Reese’s Pieces. The brownie was topped with chopped Reese’s Pieces.
The video has prompted backlash and concern, with social media users describing it as “insane” and “madness.”
The Facts
The claim is false.
Newsweek has reviewed the nutritional information of Crumbl cookies compared to the nutritional information of Krispy Kreme doughnuts, and not a single cookie on the Crumbl menu has the same amount of sugar as 11 Krispy Kreme doughnuts.
The Krispy Kreme original glazed doughnut has 24 grams of sugar per 100g, as per nutritional information viewed by Newsweek.
11 Krispy Kreme doughnuts would thus have 264 grams of sugar.
The Nutrition & Allergen Information page on Crumbl’s website currently lists 11 different types of cookies.
The cookie with the lowest amount of sugar on that list is the Snickerdoodle cookie, which has 39 grams of sugar. The two cookies with the highest amount of sugar by gram on the list are the Pink Sugar cookie and Cookies and Cream Cookie, which both have 70 grams of sugar.
While Crumbl has in the past done collaborations with Reese’s—including in October 2025 and June 2025—they are not currently selling a cookie or brownie in collaboration with them.
At one point in the viral video, a menu featuring the cookies and treats is displayed. Crumbl has both weekly flavors, which change each Monday, and classic flavors, which are always available.
Some flavors depicted in the menu are not currently on sale, indicating that the video may not have been filmed recently.
The individual filming the video makes multiple claims about nutrition and ingredients, but provides no evidence.
Crumbl cookies are sugar rich and experts have previously told Newsweek that they could promote sugar addiction, while another said they were best enjoyed as an occasional treat as part of a balanced diet.
The Ruling
False.
Crumbl does not currently have any cookies listed on its website that have the same amount of sugar as 11 Krispy Kreme doughnuts. It is not currently selling a Reese’s Pieces chocolate brownie.
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