TSG Consumer Partners completed the acquisition of a minority stake in Crumbl.

TSG Consumer Partners, a private equity firm, completed the acquisition of a minority stake in Crumbl, a cookie and dessert chain. Financial terms are not disclosed. The deal with TSG comes as Crumbl’s owners continue to explore a potential sale that could value the company at nearly $2bn, including debt. The valuation is based on reported EBITDA nearing $150m, highlighting the brand’s profitability and operational scalability — two major signals that would appeal to both franchisees and franchisors evaluating long-term growth potential.