Crumbl Cookies Co-Founder Addresses Controversy Over Non-Affiliated Pop-Up Event
Crumbl Cookies Controversy
The co-founder of Crumbl Cookies has reacted after his sweet snacks were sold at an unaffiliated pop-up event that left customers in Sydney feeling dudded. Eager fans lined up in droves outside a shop on Old South Head Rd in North Bondi on Sunday, where they discovered the Crumbl Cookies were selling for $17.50 each—a staggering increase compared with the price in the US of about $A8. In response to a review on TikTok from someone saying they 'cannot believe I waited an hour' to try them, Crumbl co-founder Sawyer Hemsley said: 'You need to try them fresh in the US! PS: This pop-up is not affiliated with Crumbl Cookies.'
Background of the Event
Despite being founded in 2017, Crumbl Cookies has only recently taken the internet by storm, with its loaded cookies flooding the feeds of dessert lovers all over the world. Endorsed by influencers and celebrities, Crumbl claims to be the fastest-growing cookie company in the US, selling over one million cookies every day. So when TikTok account @crumblsydney popped up, claiming the famous cookies would be coming to Australia, fans were over the moon.
- The account began posting TikToks in late September.
- One video featuring a Crumbl cookie next to the Sydney Opera House went viral, amassing over 600,000 views.
Backlash and Clarification
When September 29 arrived, eager fans lined up in North Bondi, only to discover the cookies were being sold for an inflated price. Initially successful, the pop-up faced backlash once it was revealed that the event organizers were not affiliated with Crumbl Cookies. They had flown to the US, purchased cookies, and resold them in Australia. Many fans were outraged, labeling the organizers as deceptive.
- One patron remarked on a public forum, 'They deny being Crumbl Cookies yet their name is deceptive.'
- The TikTok account claimed they were merely 'fans importing' the cookies, raising questions on transparency.
Future Implications
Toby, one of the organizers of the pop-up, stated that he did not obtain permission from Crumbl to host the event, referencing Australian Competition and Consumer Commission (ACCC) guidelines on parallel imports. He argued that the high prices were due to logistics and other incurred costs. Additionally, the majority of the backlash stemmed from those who did not attend the event.
This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.