Review: Walmart Dethrones Crumbl With A Solid King Krumb Knockoff

There's a new heir apparent in the cookie aisle, and his name is King Krumb. Big and bold on the outside but soft (and chewy) at heart, King Krumb looks super similar to a viral bakery behemoth who's been ruling the land of oversized cookies. But here's the thing: You won't find King Krumb hanging out at any cutesy strip mall storefronts with pearly pink boxes. King Krumb is what I'd call a gourmet cookie for the people. This private-label brand is only available at Walmart, the humble realm of "every day low prices."

Made by Jimmy's Gourmet Bakery, a premium wholesale baker based in Clifton, New Jersey, King Krumb is an unapologetic and obvious dupe for Crumbl, the darling dessert empire known to demand up to $5 per 4 ½-inch cookie (plus the occasional upcharge). The budget-friendly Walmart copycats ring up to only $2.50 to $3.75 per treat, but that begs the question: Are King Krumb and Crumbl cookies really that comparable?

Flavor-wise, the offerings come pretty close. The initial King Krumb lineup (launched in June 2025) included your standard Decadent Chocolate Chunk, Triple Chocolate Fudge, and Confetti Birthday Cake. Sound familiar? The roster has since expanded to more copious knockoffs that echo Crumbl's weekly rotating specials. For this review, we're treating ourselves to six limited-edition King Krumb flavors that celebrate spring — for less.

Is it possible to satisfy your Crumbl cravings with a discount dupe? Since Crumbl swaps its cookie lineup every week in addition to a few permanent classic flavors, a true side-by-side taste test wasn't on the menu. Instead, we judged King Krumb on two fronts. First, how well do they capture that classic (oversized, indulgent, Instagrammable) Crumbl cookie vibe? And second, how do they fare as treats in their own right?

All King Krumb varieties were sampled at room temperature, straight from the clamshell package upon opening. We also put select flavors in the microwave to see if we could replicate that gooey, served-warm Crumbl store experience. 

While King Krumb cookies can be tricky to track down depending on your location, my suburban Chicago store was amply stocked with the four-pack Easter Bakery Cookies (Drizzled Chocolate Chunk, Candy Confetti, Strawberry Lemonade, and Lemon Meringue) and the two-pack Spring Bakery Cookies (Lemon Crinkle and Blueberry Cheesecake). That added up to six colossal shareable cookies, with three servings each. Family members (aged 16 to 80) were eager to help — no crumbs were left unturned.

King Krumb Easter Bakery Cookies deliver a 22-ounce four-pack of holiday-ready flavors for $11.97. Before we talk about taste, I have to compliment the adorable — yet practical — packaging. Each cookie comes individually sealed in its own clamshell tray for sharing or saving leftovers for later (assuming you have some). 

Sampling began with the Drizzled Chocolate Chunk, which we warmed in the microwave for 15 to 20 seconds per box instructions. For our patience, we received a thick, golden, gooey delight akin to a mini homemade cookie skillet. This treat is loaded with semi-sweet chocolate chunks and drizzle to the point of decadence.

Strawberry Lemonade was the other standout flavor. This bright pink indulgence features strawberry- and lemon-flavored confectionery chips, plus glimmering sugar crystals on top. The ingredients list includes real lemon peel zest and lemon oil essence, and the taste definitely leans more citrus than berry. This fruity concoction delighted the most steadfast chocoholics in our tasting group, proving its universal appeal. 

All four cookies in the Easter Bakery box captured the decorative details and soft, doughy chew that made Crumbl cookies famous. As for boldness, the Pastel Confetti Candy and Lemon Meringue flavors were more comforting and familiar than intense. The confetti cookie has a birthday cake base and festive M&Ms candies that melt into subtle sweetness and textural crunch when warmed. The lemon meringue brought gentle citrus tang over a crumbly crust true to its pie-inspired roots.

Walmart's King Krumb Spring Bakery Cookies arrive in an 11-ounce two-pack pairing Lemon Crinkle and Blueberry Cheesecake for $6.47. Once again, the packaging here is super cute but thoughtful. The individual clamshell trays inside make it easy to enjoy one sliver now and maybe another portion later. The "best by" date on my pack posed the challenge of making these monsters last for the next 10 days. 

At first sight, my teenager wasn't keen on trying yet another lemon-flavored cookie. However, the buttery base and hints of Lemonhead-like candy flavor instantly won him over. For me, the Lemon Crinkle cookie evoked memories of powder-sugar-dusted lemon bars or braids of custardy lemon danish served at Grandma's house. The top and edges of this cookie offer a bit of crunch from polished white sugar crystals, but the soft center is underbaked to Crumbl cookie-level perfection.

King Krumb's Blueberry Cheesecake cookie was probably the biggest surprise favorite of the bunch. While the flavor leans way more blueberry muffin than cheesecake, nobody minded the misnomer at all. This cookie is thick, hearty, and generously mixed up with a graham cracker crumble and the most real blueberries we've ever tasted in a grocery store baked good. Topped with a zigzag drizzle of icing, this King Crumb cookie feels like a comforting hug on your worst day. Be sure to warm it up for the best home-baked experience.

King Krumb cookies are not exactly Crumbl, but for affordable grocery store baked goods, they come impressively close. In case anyone gets confused, the box and company website even provide a printed disclaimer: "This product is not manufactured or distributed by CRUMBL IP, LLC owner of the registered trademark CRUMBL." Other copycat snacks have landed grocers like Aldi in legal trouble.

Here, the pre-baked, pre-packaged Walmart treats we tasted were missing the handcrafted immediacy of walking into a Crumbl store where you can actually watch — and smell — the cookies being baked. My favorite Crumbl varieties also happen to be the ones topped with a thick cap of almond extract or cream cheese frosting. I didn't see any dupes for those at Walmart (yet?).

But the King Krumb cookies do offer a different kind of delicious convenience. Instead of waiting in line worrying that your favorite flavor will sell out, you can go to your nearest Walmart, grab a box, and bring Crumbl-adjacent indulgence straight home to your couch. Yes, you're trading fresh-baked cookies for shelf-stable, but the optional warming directions printed on King Krumb boxes are spot on. Wrap your cookie in a paper towel and microwave for 15 to 20 seconds to mimic that just-out-of-oven doughy center. The lineup offers classic to trending flavor profiles at the ready, and they're fully loaded with fun mix-ins. In our taste test, the Drizzled Chocolate Chunk and Blueberry Cheesecake cookies reigned supreme.

King Krumb variety packs are currently available at big-box Walmart grocery stores and Walmart.com with options for pickup, home delivery, or shipping. My next purchase will definitely be the limited edition Chocolate Lover's Cookie Box featuring cocoa-based batter and premium chocolate chunks, marshmallows, Reese's candies, or nonpareils. There's a gluten-friendly four-pack available, too. King Krumb availability and pricing may vary by Walmart store location.

Each serving (⅓ of a cookie) contains 210 to 230 calories. While shelf-stable and notably cheaper than Crumbl, King Krumb still leans on recognizable ingredients, and many varieties skip artificial colors, flavors, and preservatives entirely.

If you're wondering which seasonal flavors Walmart will roll out next, visit the King Krumb cookies website for a potential sneak peek. Similar to Crumbl, customers have a say in which cookie will claim the future throne. At the time of writing, Banana Pudding Bliss held the top spot in voting, but I'm personally pulling for Chocolate Cherry Chunk or Orange Dreamsicle.