In a city that prides itself on its diverse culinary scene, Sydney’s sweet tooth recently found itself at the centre of an unexpected cookie controversy. The promise of a bite-sized piece of America’s famous Crumbl Cookies had locals buzzing with excitement. What was meant to be a fun, indulgent pop-up event quickly crumbled under the weight of disappointment, leaving cookie lovers with more than a sour taste—it left them feeling swindled. What started as a mouth-watering dream became a half-baked scandal, turning anticipation into frustration for eager customers.
The Sweet Setup of the fake Crumbl Cookies
It all kicked off with a TikTok tease that had Sydneysiders drooling in anticipation. The account, @crumblsydney, began dropping hints about the arrival of Crumbl Cookies in Australia, sparking excitement that rippled through the city. The videos were as irresistible as the cookies themselves—perfectly edited clips showing oversized, gooey, gourmet treats that had already taken America by storm. Each mouthwatering close-up made it easy to see why people were obsessed. The idea of finally tasting these viral sensations had Sydney buzzing.
The much-anticipated pop-up was set for September 29th in North Bondi, and cookie fans circled the date like it was a holiday. They were ready to line up, phones in hand, to capture their own Crumbl experience for TikTok. But what should have been a sweet moment was about to take a surprising turn, leaving cookie lovers with much more than they bargained for.
A Not-So-Sweet Surprise for Crumbl Cookies
When the big day finally arrived, hundreds of eager cookie lovers flocked to North Bondi, with some waiting in line for over an hour, their excitement building as they got closer to tasting the famous Crumbl Cookies. But the first bite of disappointment came before anyone even tasted a crumb—at the checkout. At a staggering $17.50 per cookie, more than double the price in the US, the excitement quickly gave way to disbelief.
Yet the real letdown came with that long-awaited first bite. Instead of the fresh, gooey goodness that Crumbl Cookies are known for, customers were met with stale, lacklustre cookies that barely resembled the viral treats they had seen online. As word spread through the crowd, so did the disappointment. What was supposed to be a sweet taste of America left a bitter aftertaste, and questions about the authenticity of this “Crumbl experience” began to swirl.
Unravelling the Cookie Dough
As the crumbs of disappointment began to settle, the truth behind the pop-up came to light, and it left many cookie fans stunned. The event wasn’t officially affiliated with Crumbl Cookies at all. Instead, it was orchestrated by a group of enterprising individuals who had flown to Hawaii, bought hundreds of Crumbl Cookies, and brought them back to Sydney with plans to resell them at a hefty markup.
When the backlash hit, the organisers defended themselves, claiming they had never explicitly said they were an official Crumbl outlet. They pointed to their TikTok bio and comments as proof, insisting their only goal was to give Aussies a taste of the real deal by importing the cookies directly from the USA. But for many disappointed Sydneysiders, the damage was done—what they thought would be a sweet slice of American cookie culture turned out to be a costly and stale imitation.
Crumbl Cookies: Legal Crumbs
This cookie caper has stirred up more than just disappointed taste buds—it’s raised a buffet of legal issues. At the heart of the controversy is the question of trademark infringement. While the organisers insist they never directly used Crumbl’s trademarks in their TikTok posts, the branding and presentation were so similar that it could easily land them in hot water. Legal action might not be far off.
Australian attorney Roxanne Hart weighed in, speculating that Crumbl likely sought legal advice as soon as the situation unfolded and promptly issued a cease-and-desist order. This would explain why all traces of the event were swiftly scrubbed from the organisers’ TikTok account, leaving only the sour memory of what could have been.
But the legal concerns don’t end there. Importing food products for commercial resale in Australia is tightly regulated, and this pop-up may have crossed some serious lines. The Department of Agriculture, Fisheries and Forestry (DAFF) mandates that any food brought into the country for sale must meet stringent safety and quality standards. Whether these cookies, flown in from the U.S., passed those tests is now in question.
Additionally, baked goods like cookies fall under specific import regulations, and simply following Crumbl’s storage guidelines may not be enough to satisfy Australian food safety laws. The cookies may have travelled thousands of miles, but the road ahead for the organisers is looking even longer, with potential legal challenges looming over their attempt to bring America’s cookie craze Down Under.
A Half-Baked Defence
In the face of mounting backlash, the organisers released a statement attempting to justify their actions and provide clarity. They shared a detailed cost breakdown, revealing they spent AU$6,000 on cookies and packaging, AU$4,000 on flights and luggage, AU$2,000 on duties and taxes, plus additional expenses for staffing and setting up the pop-up. They were adamant that the event wasn’t about turning a profit, but rather about bringing a unique experience to Australia.
The organisers also defended their actions by invoking the concept of parallel imports, claiming their operation was perfectly legal under Australian Competition and Consumer Commission (ACCC) guidelines. They explained that they followed all necessary legal procedures, including declaring the cookies as commercial goods and securing the required approvals from Australian customs. Despite their efforts to clear the air, many customers remained sceptical, feeling that the explanation didn’t quite justify the high prices—or the disappointing cookie experience.
Crumbling Plans
In the wake of the controversy, the organisers have scrapped their plans for future pop-ups in other Australian states. Meanwhile, Crumbl Cookies’ co-founder, Sawyer Hemsley, took to TikTok to clear the air, confirming that the pop-up had no official ties to the brand. But amid the disappointment, there was a silver lining: the overwhelming turnout proved that Aussies are hungry for Crumbl, prompting Hemsley to hint at potential plans for an official expansion down under.
The Aftertaste of Crumbl Cookies
This cookie fiasco is more than just a sour bite—it’s a reminder of the intricate web of international trade, intellectual property rights, and food safety regulations. While the organisers may have been well-intentioned in bringing a beloved American treat to Australia, their approach raised serious legal and ethical concerns.
For any business looking to ride the wave of international food trends, this saga serves as a cautionary tale. Proper licensing, adherence to food safety standards, and respect for intellectual property are essential ingredients for success. Cutting corners, even with the best intentions, can lead to a recipe for disaster.
As for Crumbl Cookies, this unauthorised event may have opened a golden door. Despite the mishap, the demand is undeniable, and the buzz has only grown louder. It’s a testament to the power of social media in creating global food phenomena and the lengths people will go to satisfy their cravings.
In the end, this cookie caper may have left a bad taste in the mouths of many, but it’s also stirred up even more anticipation for the real deal. As the crumbs of controversy settle, one thing is clear: Australians are more than ready for their own official bite of the Crumbl Cookie craze.
