Post by Agha Usman

Tomorrow, Crumble is launching the Cinnamon Roll Cookie in collaboration with Zoha from BakeWithZoha. This is possibly the most requested flavour since we started and the reason we held off on it for so long is that it is not a cinnamon roll and not entirely just a cookie either. It sits somewhere in between and getting that middle ground right required a swirl, layered flavour, and a level of detailing in production that was harder than making either one on its own. Our setup was simply not ready for it until now. Over the past two years the team has started operating differently where we commit to the product first and work backwards through every challenge until it is done. This cookie is probably the clearest example of that so far. The collaboration started with a DM and came together in seven days before Zoha flew back to California. She led the recipe development and having a creator of her scale who operates entirely outside this market come in and align so naturally with our local team was something we did not expect to go as smoothly as it did. One of the most effortless and creatively aligned projects we have had at Crumble. InshaAllah hoping for the best.