On June 23, Crumbl launched the Moon Beam Ice Cream cookie in collaboration with singer Benson Boone. What couldn’t have been predicted was how massive the colourful cookie ended up being, taking social media by storm. The cookie’s limited release ended up being extended by another week—the first time this has happened in Crumbl’s history.
So why was this cookie so popular? Although viral popularity is often hard to predict, the cookie’s success was likely in part due to how it masterfully incorporated Boone’s vibe into cookie form.
Something interesting about the cookie is its attempt to turn Boone’s whimsical lyrics into an actual food item, drawing on the now-iconic song lyric “Moon Beam Icecream” for inspiration. Boone has actually joked on social media that he has no idea what “Moon Beam Icecream” even means, but that didn’t stop Crumbl from trying to bring the idea to life.
The result: a cookie that truly looks out of this world. Crumbl clearly aimed for a cookie that looked both mystical and magical, while leaning into what seems to be an outer space aesthetic. In a lot of ways, the cookie is not just an interpretation of Boone’s lyrics, but also his stage presence—being unashamedly bold, bright, and a little surreal. If only the cookie could do backflips.
When the cookie was released, it started to take social media by storm, quickly gaining meme status, with countless content creators sampling the cookie on their channels. A meme that eating the cookie grants an otherworldly experience and/or magical powers has been becoming increasingly popular across platforms like TikTok and Instagram.
But what does it taste like? The cookie has a chilled chocolate base with cookies & cream pieces, and lemon, berry, and marshmallow frosting. Many people have described it as tasting both fruity and chocolatey.
This is not the first of Crumbl’s collaborations with celebrities, as the brand had made limited release cookies tied to names like Jimmy Fallen, the Jonas Brothers, and Kylie Jenner. Moon Beam Icecream was the first to have an extended release, though.
Crumbl’s CEO, Jason McGowan, has said, “We’ve never done an encore before, but when a cookie creates this kind of buzz, we knew we had to bring it back”, according to an article from Today.
Unfortunately, the cookie’s extended release wraps up on July 5th—but given the massive popularity of the cookie, as well as Benson himself, it’s possible that more of his lyrics will get a cookie incarnation.
What's Your Reaction?
