Annika D’Souza FOUNDER
CRUMB & CO. }There are donuts-and then there are Crumb & Co. donuts. Now, I am fully aware that this may sound like an exaggeration, but given that there are multitudes of people in Dubai who are repeating this particular sentence at any given point in time, I hope that you’ll give this statement the benefit of the doubt, and try out the pillowy donuts produced by this small-batch artisanal bakery, and judge them for yourself. Founded by long-term Dubai resident Annika D’Souza, Crumb & Co. has managed to gain a cult following of sorts since it launched amid the outbreak of the COVID-19 crisis in 2020, with its delectable creations finding favor with anyone who has even the hint of a sweet tooth. “What started out as a hobby during the COVID-19 lockdowns eventually turned into a business,” D’ Souza says. “We started out in May 2020 at the peak of lockdown, and we officially launched as a business in August 2020. Our intention at the time was not to start a business, but we were able to do so with the feedback we received and the popularity our products garnered. We will soon have new product launches, and we are excited to see what’s in store for us.”
What started out as a hobby during the COVID-19 lockdowns eventually turned into a business.” And if the response to whatever Crumb & Co. has released so far is any indication, then it seems fair to say anything it announces in the future will be gleefully and gladly received by the clientele it enjoys today. Just consider the case of the brand’s light, airy donuts, filled with everything from raspberry jam to passion fruit curd- I can personally attest that trying to restrict yourself to eat only one of them is often an extremely difficult endeavor. And yes, there’s a reason for why Crumb & Co are so droolworthy. } August 2021 / E N T R E P R E N E U R . C O M / 55
