Crumbl is stirring curiosity again as the fast-growing bakery brand confirms it is experimenting with something beyond cookies.
After online chatter suggested the company was quietly working on a doughnut line, Crumbl addressed the speculation directly. In a statement shared with PEOPLE on Monday, January 12, a spokesperson confirmed the idea is real, but very early.
The company said it is “excited to be testing doughnuts as part of the ongoing product innovation process.”
That excitement does not mean customers should expect doughnuts anytime soon. The spokesperson added, “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.
The statement followed a recent post from the popular food account Snackolator, which teased mockups of potential doughnut flavors including Cookie Butter, Raspberry Cheesecake, and Cinnamon Crunch. While the images fueled buzz, Crumbl has not confirmed any specific flavors.
The news arrives during a period of noticeable change for the viral dessert chain. Crumbl recently revamped its menu structure, moving from seven rotating desserts to a more defined lineup. Customers now see six Classic Flavors available consistently, alongside four weekly rotating options and Crumbl Thins offered once a week on Thin Thursdays.
The Classic Flavors lineup includes Milk Chocolate Chip or Semi-Sweet Chocolate Chunk, Pink Sugar, Chocolate Crumb with Oreo, Brownie Batter, Snickerdoodle, and Celebration Cake. According to the brand, these staples reflect the flavors fans can always expect while Crumbl continues testing what could come next.
