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On National Cookie Day, Crumbl Cookies is trending online as a brand reinventing everyday desserts. Zinhle Essamuah hits the streets of NYC to ask people about the buzz surrounding this sweet sensation. Co-founder Sawyer Hemsley shares insights into the weekly release of new cookie flavors and the inspiration behind the idea.
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TODAY’s Al Roker sits down with cousins Sawyer Hemsley and Jason McGowan, the founders of Crumbl Cookies, to learn how they broke into the cookie business despite having no baking experience and used social media to draw in customers. “Creating those meaningful moments to us is actually what drives us every single day,” McGowan says.





