Crumb’d turns playful flavours into yummy treats

In a Jamaican food landscape increasingly shaped by pop-ups, themed menus and social media-driven brands, Crumb’d has distinguished itself through discipline, nostalgia and a willingness to challenge familiar flavour boundaries. The home-based bakery, launched in early 2025, traces its origins to a moment of personal dissatisfaction that evolved into a business venture with growing local and international reach.

“Early in 2024, I ate a cookie that left me underwhelmed, so I set out to create the perfect chocolate chip cookie, at least for myself,” said founder Christopher Curtis.

At the time, baking wasn’t initially a commercial pursuit, but that changed months later when Curtis joined Symptai Consulting, where new hires had to showcase a personal talent.

“As an inconsistent singer and dancer, I turned to baking. Note, I still had to sing, but the cookies were a hit. After months of encouragement from my colleagues to turn it into a business, Crumb’d was formed and launched in 2025,” Curtis told Food.

The brand debuted in December 2024 with a limited soft launch to test logistics and packaging. “...Our first official cookie drop was on January 5, 2025, marking the launch of our little bakery. I supported it with a social media post sharing my daring goals for the business, and the response was spectacular,” Curtis explained.

Although Crumb’d is new, its foundation was laid years earlier. “Growing up, my grandfather was the first to share his baking knowledge with me. He made bold-flavoured Easter buns and Christmas cakes that truly sparked my interest,” Curtis explained, noting that the early exposure was reinforced at home.

“That passion was nurtured by my parents, who bought me my first KitchenAid mixer as a Christmas gift when I was 14. Fifteen years later, it was the same mixer I used to start Crumb’d.” Looking ahead, he shared that, “I also have a dream to attend pastry school in France one day at École Ducasse.”

The name Crumb’d reflects a focus on technique and texture. “I wanted a name that’s easily identifiable and synonymous with baking. ‘Crumb’ refers to the soft inner part of the pastry, which is key to our products. We even played with ideas like ‘Crumb and Get It’, which became our slogan,” Curtis expounded.

The pastry shop has gained attention for flavour experimentation beyond traditional cookie offerings. “We’re defined by our willingness to experiment with bold flavours, like pistachio and knafeh in our ‘Dubai in Kingston’, or with marshmallows in our campfiyah cookie. Our brownies are also huge game-changers with mascarpone in our tiramisu, and kirsch in our black forest brownie,” Curtis noted, adding that seasonal nostalgia often inspires new releases.

NOSTALGIC

“I draw inspiration from nostalgic desserts based on the time of year. There’s nothing as timeless as a slice of black forest cake during Christmas, especially in Germany, so I break down its components, turn them into a cookie, experiment to nail the flavour profile, and get customer feedback,” he said.

Introducing less familiar flavours has required careful positioning. “The Jamaican market often plays it safe with familiar flavours, but I’ve always believed you can’t know if you like something until you try it. I stay true to myself by offering diverse options, showing people there’s a world of flavours and options out there that taste really good,” Curtis added.

Some risks have paid off quickly. “Tropical sensation was a hit no one expected. It starts with our traditional cookie base, topped with chocolate chips, caramel and coconut flakes. When it launched, I got tons of questions about how it would taste, but we sold out in hours during its second week on the menu,” Curtis said with gratitude.

Customer favourites have emerged, with the campfiyah cookie standing out for its nostalgic s’mores flavour, while the brownies see a close contest between Dubai and campfiyah. Not every recipe has resonated equally, however. Some, like the double dutch, were a chocolate lover’s dream but didn’t appeal to everyone.

“I value customer feedback, and a lesson is that it gives me the chance to refine recipes and create better versions that hit the spot,” he noted

Beyond taste, Crumb’d aims to make its products emotionally resonant. Curtis leans heavily into nostalgia, seeing cookies as a connection to his childhood and his favourite dessert.

As for menus, Curtis shared that they are planned weeks in advance: “I start planning a month ahead by identifying upcoming holidays and events, then create fitting flavours. I weave in bestsellers and new ideas or flavours as I’m always testing.”

With Valentine’s Day around the corner, the brand has introduced a themed line of cookies including chocolate covered strawberries, cupid overload, sweetheart sprinkles, velvet bliss, Ferrero Rocher in love and lover’s campfiyah, alongside brownies such as Dubai strawberry, raspberry cheesecake brownie and red velvet brownie.

The response has extended well beyond Jamaica. “ Our cookies and brownies have reached the US, Bermuda, Barbados and even the Netherlands, slowly building our footprint. We’ve delivered to 12 of Jamaica’s 14 parishes, and I’m hoping St Mary and Trelawny join the Crumb’d community in 2026,” Curtis stated proudly.

Expansion plans are already in motion. “In 2025, we did a few pop-ups, but this year I want more and I’m aiming for eight to ten in 2026 last year’s monthly goal didn’t pan out. Next, we’ll expand into cafés and restaurants, one of which is coming soon, as you’ll be able to get cookies at Tac-Guac and Roll when they reopen in the next month.”

nyoka.manning@gleanerjm.com