Famous cookie company plans launch in Down Under after ‘straight-up fraud’ sets people ablaze
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Recently, social media has played a significant role in the rise of popular trends, bringing international favourites to new audiences.
However, not all ventures go as smoothly as planned.
In a delicious twist of fate, the United States-based Crumbl Cookies has announced its intention to open stores in Australia following a whirlwind of online controversy.
The brand, which has become a cult favourite in the United States, was thrust into the Australian spotlight after a pop-up shop in Sydney, unaffiliated with the brand, was accused of misleading cookie enthusiasts.
The pop-up event, orchestrated by the social media account @crumblsydney, initially seemed like a sweet success, with fans queuing up in North Bondi and shelling out $17.50 for a taste of the much-hyped cookies.
However, the sugary high came crashing when it was revealed that the event had no official ties to Crumbl Cookies.
It turned out that the organisers had purchased over 800 cookies in the US and resold them in Australia at a significant markup.
The incident quickly crumbled online, spreading the story across social media platforms and news outlets.
The organisers were accused of being ‘deceptive’, but they defended themselves by claiming they were simply 'fans importing' the cookies for Australian enthusiasts.
Despite their intentions, the public's reaction was overwhelmingly negative.
‘It’s straight-up fraud,’ one said.
Amidst the chaos, the real Crumbl Cookies saw an opportunity to capitalise on the unexpected surge in Australian interest.
Founded in 2017, the company has experienced rapid growth, claiming to be the fastest-growing cookie company in the US, with over one million cookies sold daily.
Their expansion has been fueled by a strong social media presence and endorsements from influencers and celebrities.
The company's spokesperson expressed they had been ‘amazed’ at the support from Australian fans and announced accelerated plans to bring the authentic Crumbl experience Down Under.
‘Crumbl has been inspired to accelerate plans to provide all dessert-loving Aussies, with a true Crumbl experience,’ they said.
While details on the locations and opening dates of the Australian stores remain under wraps, eager cookie lovers can stay updated by following Crumbl's new Australian social media.
Sawyer Hemsley, one of Crumbl's co-founders, took to the platform to assure fans that, unlike the pop-up, the upcoming stores would be the real deal, adding a playful 'PS: THIS IS REAL' to his message.
The account @crumblsydney started sharing videos in late September, featuring professionally edited videos of the cookies being made and promoting the pop-up event in North Bondi on 29 September.
Following the backlash, the account removed all its videos.
One of the organisers, Tony, said that the higher price was because of the cost of bringing the product to Australia, and his aim wasn't ‘to generate substantial profit’.
‘Our goal was to bring Crumbl’s cookies to fans who otherwise wouldn’t have the opportunity to try them,’ he said.
Have you ever been misled by an unofficial pop-up or product? And more importantly, are you excited to try the real Crumbl Cookies once they arrive? Share your experiences and anticipations in the comments below!
However, not all ventures go as smoothly as planned.
In a delicious twist of fate, the United States-based Crumbl Cookies has announced its intention to open stores in Australia following a whirlwind of online controversy.
The brand, which has become a cult favourite in the United States, was thrust into the Australian spotlight after a pop-up shop in Sydney, unaffiliated with the brand, was accused of misleading cookie enthusiasts.
The pop-up event, orchestrated by the social media account @crumblsydney, initially seemed like a sweet success, with fans queuing up in North Bondi and shelling out $17.50 for a taste of the much-hyped cookies.
Crumbl Cookies is set to launch in Australia after a viral incident took place. Credit: Crumbl Cookies / Facebook
However, the sugary high came crashing when it was revealed that the event had no official ties to Crumbl Cookies.
It turned out that the organisers had purchased over 800 cookies in the US and resold them in Australia at a significant markup.
The incident quickly crumbled online, spreading the story across social media platforms and news outlets.
The organisers were accused of being ‘deceptive’, but they defended themselves by claiming they were simply 'fans importing' the cookies for Australian enthusiasts.
Despite their intentions, the public's reaction was overwhelmingly negative.
‘It’s straight-up fraud,’ one said.
Amidst the chaos, the real Crumbl Cookies saw an opportunity to capitalise on the unexpected surge in Australian interest.
Founded in 2017, the company has experienced rapid growth, claiming to be the fastest-growing cookie company in the US, with over one million cookies sold daily.
Their expansion has been fueled by a strong social media presence and endorsements from influencers and celebrities.
The company's spokesperson expressed they had been ‘amazed’ at the support from Australian fans and announced accelerated plans to bring the authentic Crumbl experience Down Under.
‘Crumbl has been inspired to accelerate plans to provide all dessert-loving Aussies, with a true Crumbl experience,’ they said.
While details on the locations and opening dates of the Australian stores remain under wraps, eager cookie lovers can stay updated by following Crumbl's new Australian social media.
Sawyer Hemsley, one of Crumbl's co-founders, took to the platform to assure fans that, unlike the pop-up, the upcoming stores would be the real deal, adding a playful 'PS: THIS IS REAL' to his message.
The account @crumblsydney started sharing videos in late September, featuring professionally edited videos of the cookies being made and promoting the pop-up event in North Bondi on 29 September.
Following the backlash, the account removed all its videos.
One of the organisers, Tony, said that the higher price was because of the cost of bringing the product to Australia, and his aim wasn't ‘to generate substantial profit’.
‘Our goal was to bring Crumbl’s cookies to fans who otherwise wouldn’t have the opportunity to try them,’ he said.
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