Benson Boone’s Crumbl Cookies collaboration is getting an encore
Benson Boone and Crumbl are clearly flipping for one another.
On June 29, Crumbl announced that its partnership with the “Beautiful Things” singer — the Moonbeam Ice Cream Cookie — is making an encore appearance on Crumbl’s rotating menu, marking the first time in Crumbl’s history that a limited-edition treat has made back-to-back appearances on its weekly lineup.
The otherworldly dessert (first offered from June 23 until June 28) is inspired by a lyric from his April single “Mystical Magical” and will again be at all Crumbl locations from Monday, June 30 until Saturday, July 5.
“Moonbeam ice cream, taking off your blue jeans,” he sings on the Billboard Hot 100 hit off his sophomore album, “American Heart” which dropped June 20. (In case you’re wondering about the lyric’s meaning — it doesn’t have one.)
Crumbl says Boone’s chilled chocolate cookie channels the same “mood and magic as its musical muse” and features cookies and cream pieces, a psychedelically colored lemon, berry and marshmallow topping, a drizzle of white icing, and cookies and cream sprinkle.
“Turns out one week just wasn’t enough for the cookie that had fans seeing stars,” Crumbl writes in a press release, and Crumbl CEO and co-founder Jason McGowan adds that fans asked for the cookie to come back, so the company decided to be “here for it — with backflips!”
“We’ve never done an encore before, but when a cookie creates this kind of buzz, we knew we had to bring it back,” McGowan says.
Fans on social media are indeed excited for the cookie’s return, with one writing, “So happy moonbeam ice cream cookie is back.”
Sawyer Hemsley, Crumbl’s chief brand officer, co-founder and noted backflipper himself, says Boone was very hands-on in crafting the cookie flavor, noting his “creativity, passion, and musical energy” made for a fun collaboration.
“We took the way his song makes you feel and turned it into something you can taste,” said Hemsley in a press release.
Boone has crafted a reputation for his falsetto voice, jumpsuits with deep V-necks, backflips and what some find to be annoying behavior.
And that’s not an insult — just a fact — as there are think pieces and Reddit threads exploring why he seems to push people’s buttons. The singer is fully aware of this facet of his career, noting in a TikTok earlier this year that if people are going to “hate me or my music at least have a good reason for it.”
He even poked fun at the haters in his most recent music video for the track “Mr. Electric Blue.” In it, he repeatedly backflips on a trampoline, wears a T-shirt that reads “one hit wonder,” sells discount jumpsuits and says being the “most overplayed artist in the world” is “all (he’s) ever wanted.”
A little girl also tells him his “music is terrible” as he serves her ice cream, so you have to at least give him points for self-deprecation.
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