Bakery chain Crumbl Cookies went viral for its rich, cakey cookies in unique flavors, and it’s easy to see why. The rotating menu is always innovating with new flavor combinations, like with the Cornbread Cookie or the trending Benson Boone collaboration, the Moonbeam Ice Cream Cookie.
Crumbl has been facing intense competition from cookie companies like Insomnia Cookies and Levain Bakery. Recently, even big-box brands like Costco have joined as new cookie contestants with copycat versions. And now, there’s a new player – King Krumb.
What is King Krumb?
King Krumb is Walmart’s cookie line, and each box has two cookies for just $5.97 (a fraction of the $10.98 price tag for 2 Crumbl cookies at the location closest to me). The grocery chain’s cookies come in three flavor combinations: Chocolate Chunk, Triple Chocolate Fudge, and Confetti Birthday Cake.
Walmart’s goal is to offer a premium, indulgent cookie experience that’s easily accessible, and the packaging leans into the “king” theme with bold, playful branding that stands out. Although King Krumb isn’t explicitly affiliated with Crumbl, it’s clear that Walmart is aiming for the same decadent, Instagram-worthy appeal that popularized specialty cookie shops online.
What does the Internet think?
Food content creators rushed to Walmart to post reviews of the new cookie line, flooding TikTok and Instagram with unboxings and taste tests.
Some reviewers loved King Krumb immediately. TikTok creators Jas and Kam (@jtkravingzz) sampled all three flavors, with Kam saying “I hold Crumbl near and dear to my heart… [so] it’s very hard for me to announce [that King Krumb] might be better than Crumbl…” Their enthusiastic reactions gained traction among their followers, with other fans echoing their praise in the comments. For many, King Krumb’s size, taste, and affordability made it their new go-to cookie fix.
Another TikTok reviewer (@shhhhimeating) compared the two brands in a side-by-side taste test. With the two cookies next to each other, it’s clear that they’re around the same size but Crumbl’s cookies are thicker. After trying both brands, he concluded that King Krumb is “worth the price,” but the cookies are drier than Crumbl’s. Commenters gave suggestions to improve the taste and texture, with user @fsnae suggesting that he should try to warm them up to soften the treat.
Ultimately, while reviews are generally divided on King Krumb’s taste and texture compared to Crumbl, the general consensus is that King Krumb offers the bakery-style cookie without the bakery-style price tag. Customers can find King Krumb in Walmart’s bakery section. There are three combinations of cookie varieties: two chocolate chunk, chocolate chunk with triple chocolate fudge, and chocolate chunk with confetti birthday cake.
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