If you’ve been tracking the buzz around Crumbl Cookies’ next big move, here’s the confirmation you’ve been waiting for: the dessert chain is officially testing donuts.
On Jan. 12, a Crumbl spokesperson told People Magazine the company is “excited to be testing donuts as part of the ongoing product innovation process.”
Before you start planning your next Crumbl run with donuts in mind, though, the company is making one thing clear — this is far from a launch announcement.
What Crumbl Is Actually Saying
The spokesperson emphasized the concept remains in early development, stating, “As with many ideas, this testing is still in its early stages, and there are no immediate plans to launch. Any potential rollout would be quite some time away and would depend on extensive testing, customer feedback, and operational considerations. Our focus remains on thoughtfully innovating while ensuring any new offering meets the experience and quality standards our customers expect from Crumbl.”
Crumbl reiterated a similar message in a statement to USA TODAY, noting that “testing is still in its early stages, and there are no immediate plans to launch.”
The company added, “Any potential rollout would be quite some time away and would depend on extensive testing, customer feedback, and operational considerations. Our focus remains on thoughtfully innovating while ensuring any new offering meets the experience and quality standards our customers expect from Crumbl.”
The careful, repeated language signals that Crumbl is managing expectations deliberately. This is a brand that built its reputation on a specific product done well, and any expansion would need to meet that bar.
How the Rumors Started
The confirmation follows speculation sparked by a post from Instagram account Snackolator, which shared mockups of potential donut flavors including Cookie Butter, Raspberry Cheesecake and Cinnamon Crunch.
Those flavor names alone suggest Crumbl would bring its signature indulgent approach to the donut category rather than competing with traditional bakeries on classic glazed or filled varieties. If the mockups are any indication, expect the same bold flavor profiles that made Crumbl’s weekly cookie drops a cultural event.
What’s on the Menu Right Now
While donuts remain in testing, Crumbl’s current menu continues to rotate weekly. The lineup includes six “Classic Flavors,” four rotating weekly options and a weekly Cookie Thins offering available on “Thin Thursdays.”
According to a company press release, the “Classic Flavors” lineup includes Milk Chocolate Chip or Semi-Sweet Chocolate Chunk Cookie, Pink Sugar Cookie, Chocolate Crumb Cookie with Oreo, Brownie Batter Cookie, Snickerdoodle Cookie and Celebration Cake Cookie. The company describes these as “iconic” options customers can “always count on.”
That rotating model — where new flavors drop each week alongside reliable staples — has been central to Crumbl’s identity. If donuts eventually launch, the question becomes whether they would follow the same limited-time rotation format or exist as a separate product line entirely.
