Forbes interview: Crumbl cookies

Forbes asked Harris and Hayes for our expert take on how (and why) American cookie chain Crumbl became an internet sensation.

Alongside other food specialists, marketeers and academics, we shared our food trends insights on the future of pleasure, escapism and indulgence. We especially looked at how ‘event eating’ shapes snack culture online, and how Crumbl delivers on excess.

Watch a snippet here:

Later in the interview, we spoke about how Crumbl’s visual identity and photpgraphy style are made for social media. The top-down images means fans can shoot their cookies in the same style, and become co-content creators embeded in the brand universe. This trend is important, as fans are It’s important, as with the rise of ‘drop’ culture, fans are consuming a food brand’s digital content as much (if not more) than they’re consuming the cookie.

See the next snippet here:

We also looked at the speed of change in the bakery sector, how scarcity marketing impacts consumer habits in food and drink, and what’s next for cookies.

If you’d like Harris and Hayes food consultancy to share their expert take for ongoing new product development, or for fast-turnaround food news, TV or online content, please get in touch.