# Purple Pop Star Cookies Crumbl Just Unveiled New Olivia Rodrigo’s GUTS Cookie By Katherine Pendrill | Published 2024-02-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/guts-cookie References: [chewboom](https://www.chewboom.com/2024/02/16/crumbl-annunces-new-olivia-rodrigos-guts-cookie/) & [ca.news.yahoo](https://ca.news.yahoo.com/olivia-rodrigo-launches-guts-themed-020000871.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAF9_F535i_wvsbaylCV2w3Bk0rg2Bkea23-1HZjeIKzUOebijt5ubMFFw0TwQk_slC5d5gW9ukXp7_MnCSQ6Ao7Ug_1DjuXPnINycaZt1486B8ZZir0hB7nlsMQJ2bChcqX4lzVbLz9Tni-4bRoZ7Rf5xuonDsV0JNmo9x8ecrjz)  Crumbl has teamed up with the three-time Grammy award-winning artist Olivia Rodrigo to debut the eye-catching new GUTS [cookie](https://www.trendhunter.com/trends/new-york-cheesecake-cookie). Inspired by the album and the tour of the same name, the GUTS cookie is a colorful cookie fit for a pop star. The new cookie consists of two chilled [purple-hued vanilla-flavored cookies](https://www.trendhunter.com/trends/ooh-baby-cookie) sandwiching layers of triple-berry jam and light vanilla buttercream. The sandwich cookie is then rolled in colorful star-studded sprinkles and topped with a star cutout. The perfect take-home treat for fans, the new GUTS cookie will be available exclusively from Cumbl locations within an hour of Rodrigo's performances. This will continue until the 2024 GUTS tour concludes in August, so grab one while you have the chance. Image Credit: Crumbl ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 81% | Activity: 93% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Celebrity Collaboration Cookies:** Opportunity for brands to collaborate with influencers or celebrities to create exclusive and limited-edition cookie flavors, enhancing brand visibility and reaching new audiences. - **Interactive Food Experiences:** Creating experiential food offerings tied to entertainment events to engage fans and drive foot traffic to physical locations, blending food with pop culture and music. - **Limited-time Themed Treats:** Introducing temporary menu items inspired by popular events or cultural phenomena, generating buzz and fostering a sense of urgency among consumers to try these unique offerings. ### Where This Applies - **Food and Beverage:** Innovating within the food and beverage sector by leveraging celebrity partnerships to introduce novel flavors and drive consumer interest in exclusive collaborations. - **Entertainment:** Exploring opportunities at the intersection of food and entertainment to create memorable experiences that cater to fans' interests, enhancing brand loyalty and expanding market reach. - **Hospitality and Tourism:** Leveraging limited-time themed treats to attract guests and customers, offering unique culinary experiences that tie into popular culture events and drive visitation to hotels, restaurants, and attractions. ## Related on Trend Hunter - [Peachy Sugar Cookies](https://www.trendhunter.com/trends/peach-sugar-cookie.md) - [Collaborative Breakfast Cookies](https://www.trendhunter.com/trends/strawberry-pop-tarts-cookie.md) - [Whimsical Chocolatier Cookies](https://www.trendhunter.com/trends/wonka-cookie.md) - [Pistachio Gelato-Flavored Cookies](https://www.trendhunter.com/trends/pistachio-gelato-cookie.md) - [Hybrid Brownie Crust Cookies](https://www.trendhunter.com/trends/brookie-dough-pie.md) - [Fruit-Topped Sugar Cookies](https://www.trendhunter.com/trends/fruit-pizza-cookie.md) - [Guava Cream Cookies](https://www.trendhunter.com/trends/guava-cake-cookie.md) - [Peanut Butter-Stuffed Cookies](https://www.trendhunter.com/trends/chocolate-peanut-butter-cookies-featuring-oreo.md) - [Strawberry Crumb Cake Cookies](https://www.trendhunter.com/trends/strawberry-crumb-cake-cookie.md)