The founder of Crumbl Cookies made an appearance in an unconvincing TikTok taste test video to promote the company's collaboration with the Kardashian-Jenner family.
Each famous family member attached themselves to a different cookie, with Kourtney Kardashian putting her seal of approval on a flourless chocolate cake cookie that has received, at best, mixed reviews.
"We've seen the comments. You either love this bad boy or you're not a fan," Crumbl founder Sawyer Hemsley said at the company's test kitchen, filming his own taste test to promote the product.
He gives the cookie a bite and the footage cuts without pause to Hemsley describing it as "so fudgy," "almost like a brownie," and "nice and moist and soft." But viewers weren't buying it.
"Is he trying to convince us or himself?" a TikToker asked. "He didn't even swallow it 💀," another accused. "I know a lie when I see one lol," added another.
Social media mocked the awkward energy and visible hesitation captured on camera, with many accusing him of holding the bite in his cheek instead of swallowing. "That boy was food pocketing—I work in healthcare, I know the signs," one user joked.
Another popular observation: "Notice how no one took a second bite. Those spoon clanks were so loud."
"Give him his Oscar," someone else urged.
Comments were equally scathing on another promotional video. Posted on Crumbl's TikTok, a young woman listens to her friend excitedly share news of the cookie, prompting her to rush to try one herself. Flash forward, she's in the car, opens her Crumbl box and takes a bite. The camera shows her face for a moment, then the video ends abruptly.
@crumbl Say hello to Kourtney's Flourless Chocolate Cake! Our first gluten-friendly AND refined sugar-free dessert. 🍫♥️ Okay, gotta go, call me when you wanna go to Crumbl. #Crumbl ♬ original sound - Crumbl
"They knew to cut that video short," read one comment. "I can see the pain in her eyes," several wrote. "Nahh the face after eating it," another commented with crying emojis.
"Girl looked like she was disassociating the entire video," one said, with another adding, "The cut off is hilarious."
Even fans of the brand were shaken. "I usually love Crumbl but that chocolate flourless cake was NOT good. Tasted like what dog food smells like 😢," a review stated.
The Kardashian-Jenner family has not commented on the negative reviews.
Despite recruiting arguably the world's most famous family, the cookie collaboration seems to have left a bad taste in the mouths of fans.
© 2025 Latin Times. All rights reserved. Do not reproduce without permission.
