Cult US cookie brand’s stance on Sydney pop up

The founders of a cult cookie company from the United States have revealed what they’re going to do after a “pop up” not associated with the brand was slammed.

The founders of a cult cookie company from the United States have revealed their future plans in Australia after a “pop up” stall selling their products for $17.50 went viral on social media.

Sydneysiders queued up in the city’s east last Sunday for a chance to get their hands on the famous Crumbl cookies, but were left flabbergastered when the price tag was revealed.

It turns out organisers of the stall - who were not affiliated with the brand - had flown to the US and purchased a small fortune in Crumbl cookies to on sell.

The group claiming they spent more than $13,000 importing and reselling the famous cookies, according to a TikTok posted to the @crumblsydney channel.

Following backlash on social media, a representative told the ABC that Crumbl would not be taking any action against the event organisers.

“While the pop-up in Australia was not sponsored by Crumbl, we love seeing excitement for Crumbl around the world,” it said.

Founder Sawyer Hemsley has also since delivered an exciting message to Aussies over social media, saying the brand would be coming down under sooner than expected.

“It appears we need to expedite our visit to Australia,” Mr Hemsley posted to social media.

“Please note, this pop up is in no way affiliated with @Crumble Cookies.”

The pop-up sold cookies for $17.50 each. Picture: TikTok/@sofiaqistinee.

The group behind the pop up claimed they ‘never claimed’ to be an official Crumbl store. Picture: TikTok/@sofiaqistinee.

Social media users had a lot to say since videos first broke online that people had been queuing up — some up to 45 minutes — to get their hands on a cookie.

“The fact that people are paying $17.50 for one cookie is insane,” one user wrote.

“$17.50 for one cookie this is deffo (sic) some rando (sic) profiting off the Crumbl brand,” a second said.

Another suggested the reason why the cost of each biscuit was so high is “because they literally flew to Hawaii, bought 700 cookies at retail price and flew them back to Australia to sell”.

“They must have profited like $100 from the entire ordeal … that’s actually nuts,” they added.

“Sorry to tell you this but the cookies were purchased over a week ago and then flown over.

Sydneysiders queued up outside the pop up. Picture: TikTok

Some fans reacted with shock at the price and slammed the taste of the treats, however the importers told fans they “never claimed” to be an official Crumbl store.

“This was clearly stated in bio and our comments,” they said.

“Our goal was to bring the authentic Crumbl cookies to Australia by importing the cookies directly from the USA.”

In a statement, the organisers of the pop up said the cookies were genuine Crumbl cookies imported in the original packaging.

“We did not use their trademarks in our videos on TikTok,” the statement said, saying they also kept the cookies in airtight containers and refrigerated as per instructions.

Crumbl founder Sawyer Hemsley addressed the incident on Instagram. Picture: Instagram.

“This was never about profit.”

The organisers said the stall was organised under parallel imports — which is when something imported into Australia doesn’t need the explicit permission for it to be resold. However, resellers must not claim to be the brand.

The group has been contacted from comment.