Crumbl makes huge Australian announcement after pop-up cookie scandal

The cult US dessert chain whose products were imported into Australia and sold at an unauthorised pop-up has a massive announcement.

The US bakery whose cult cookies were imported into Australia and sold at an unauthorised pop-up for $17.50 a go has made a huge announcement following the fiasco.

Crumbl has revealed it will “accelerate” plans to bring the indulgent cookies Down Under after witnessing the huge demand for the brand amid the controversial Bondi scandal.

“The team at Crumbl has been amazed by the support of fans in Australia over recent

weeks,” a spokesperson for the cookie giant said.

“As a result, Crumbl has been inspired to accelerate plans to provide all dessert-loving

Aussies, with a true Crumbl experience.”

The company also unveiled its new Australian-focused Instagram account, stressing that as it continues to grow its global footprint, the cookies it produces will not be compromised.

“Crumbl remains dedicated to its core values of experience, relationships, authenticity, and innovation,” the spokesperson added.

“With each new location, Crumbl aims to create a warm and inviting atmosphere where people from all walks of life can come together to enjoy freshly baked desserts and create lasting memories.

“Crumbl is thrilled to expand its mission of gathering friends and family over the best desserts in the world to Aussie fans.”

Sydneysiders were ‘duped’ by $17.50 cookie pop-up that was ‘impersonating’ a cult US brand. Picture: TikTok

Crumbl isn’t taking legal action, but it has decided to ‘accelerate’ its arrival Down Under following the ‘scandal’. Picture: TikTok

The “baking news” comes after hundreds of fans were “duped” by a pop-up that was accused of “impersonating” cult US brand.

The one day event saw lines of people queuing to get their hands on the famous American cookies, only for them to be left bitterly disappointed when they discovered the sweet treat was “stale”.

Technically, customers of the pop-up did buy Crumbl cookies, but the event was in no way authorised by the brand.

After complaints began to flood social media from people who had purchased the $17.50 biscuits – which are usually sold for $US4.49 ($6.50) for a single cookie – the organisers revealed they had purchased the cookies at a store in Hawaii and brought them into Australia.

Organisers of the pop-up, who have kept their full names off social media, said they “did not use [Crumbl] trademarks” in their videos and that it’s legal to sell parallel imports in Australia.

The brand has earned cult status in the US since its launch in 2017. Picture: TikTok/

It boasts huge fans, including Kylie Jenner. Picture: TikTok/KylieJenner

However those who queued up to take home a Crumbl cookie feel they were “misled” by the advertising for the event, which included the messaging “Crumbl is landing in Australia”, ABC reported.

Crumbl Cookie founders Jason McGowan and Sawyer Hemsley have said they won’t be chasing legal action, despite the pop-up leaving many fans disappointed.

The decision to “accelerate” the brand’s arrival Down Under has been widely well received, though some have accused the pop-up of being a “PR stunt” after Hemsley shared a video on TikTok that highlighted all the attention the Bondi event caused.

Crumbl opened its first store in Logan, Utah, in 2017 and has grown to cult status in the US, now boasting over 1000 locations across all 50 states, Canada and Puerto Rico.

Originally published as Crumbl makes huge Australian announcement after pop-up cookie scandal