Crumble, our favourite cookie franchise, is not just a cookie brand anymore. Things are escalating and now the company is expanding into the industry of casualwear and activewear.
And this claim is not baseless. The Crumble founder, Agha Usman, recently posted on his LinkedIn that they are building a new sub-brand and are hiring a team as we speak. YES!!! Crumble is hiring for streetwear.
From Dorm-Room Cookies to Digital Chaos
Launched at GIKI Islamabad, Crumble’s cookie operation sprouted from dorm tables to commercial kitchens in Rawalpindi, later expanding across Islamabad. It rapidly gained a cult following. Their Instagram marketing is genius. From mindless reels, absurd humour, and MeowBaksh antics, the franchise has catapulted them into meme-legend status.
The sheer rawness and absurdity of the humour somewhat strike a chord with younger audiences, speaking their language and producing content that doesn’t seem forced.
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It is safe to say that crumble redefined dessert marketing in Pakistan. Its signature absurdity (planned spontaneity) hijacked Gen Z feeds, with videos regularly clocking into the hundreds of thousands in views.
Their tongue-in-cheek “cookie photobombs,” MeowBaksh’s deadpan one-liners and witty cross-border banter (like the Blinkit roast) have turned cookies into social currency of the company.
Now: What’s Next? A New Brand in the Works
This week, Agha Usman (often credited as “Agha Abdullah”) surprised LinkedIn followers by revealing he’s launching a completely new brand.
Though details are under wraps, the announcement already drew over 14,000 internship applicants in under 72 hours—a testament to the influence the Crumble founders command. Clearly, their next venture promises the same virality and buzz.
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Leave it to the masterminds behind MeowBaksh and viral cookie chaos to make something unexpected go viral all over again. What delicious disruption might they bake up next? Only time (and a few thousand interns) will tell.
Stay tuned to Brandsynario for latest news and updates.