Last crumb in Forbes

Matthew Jung was reluctant at first to join Last Crumb, a luxury cookies brand that sells street fashion- and celebrity culture-inspired premium treats for $140 per curated box of 12 cookies online, as chief executive — for much the same reason why many still find it hard to believe consumers would pay nearly $12 a piece for the most the popular snack of all time.

The direct-to-consumer brand’s sales to date, however, dispels all that suspicion: Designed by Truffl branding agency, Last Crumb cookies are packaged in a similar style of fine wines or luxury fashionwear, and are handmade in limited batches using high-quality ingredients. The company has sold over $1 million worth of cookies through weekly drops within just three months, and the number of shoppers on its waitlist continues to increase dramatically over time.

Bonding over high-end, luxury experience with everyday snacks for over a decade, Derek Jaeger co-founded Last Crumb alongside digital marketing veteran Alana Arnold after spending nearly two years formulating and perfecting their recipes produced through a proprietary three-day dough preparation process.

“We use the best ingredients, and we built a baking system specifically tailored to direct-to-consumer,” said Jaeger. “It was an OCD approach to every single flavor and cookie that we put out there.” These 12 flavors, ranging from the most common chocolate chip to cinnamon toast crunch and birthday cake, also put on an edgy spin on traditional cookies when it comes to naming — “The Madonna” for the peanut butter and milk chocolate flavor, and “Donkey Kong” that combines the creaminess of ivory white chocolate, thick pudding and marshmallows, to name a few.

The goal is to “give every cookie a story that comes to life with every bite,” according to Arnold. “We wanted this to be like a conversation starter that brings people together, as our tagline goes ‘cookies are so good that your grandmother will disown you’ — we stand by that.”

Last Crumb’s strategy centered around premium experience, storytelling and exclusivity has proven effective in cultivating a loyal fan base who are actively sharing and engaging with its products across social media. “We have spent zero dollars on marketing,” said Jung, “because these social posts and videos of unboxing [our cookies] have a really interesting compounding flywheel effect — the more people we sell cookies to, the more people are talking about us.”

Now with a fresh capital injection of just over $1 million led by a group of high-profile food and beverage entrepreneurs, advisors, and venture capitalists, the company, also known to offer the Rolex or Saint Laurent of cookies, is expected to expand production capacity and capabilities, in addition to hiring new employees, which together will help triple its revenues in the near future.

These investors include globally renowned entertainer, Zedd; Electric Feel Ventures’ founder Austin Rosen; cofounders of TRUFF Hot Sauce, Nick Ajluni and Nick Guillen; founder of Larry & Lenny’s Cookies, Barry Turner through Talisker Ventures; founders of The Stable, Nik Larsen and Chad Hetherington; Nik Sharma; Room 9; Riverside Ventures; and private equity investor Michael Silverstein.

truffl branding lastcrumb hammer 1

truffl branding last crumb dtc food press3

truffl branding last crumb dtc food dtc box

truffl branding last crumb dtc food cookies flatlay

truffl branding lastcrumb hammer 1

truffl branding last crumb dtc food press3

truffl branding last crumb dtc food dtc box

truffl branding last crumb dtc food cookies flatlay

Stay up to date with Raphael