Crumbl Cookies hint at future of bringing the must-have treat to Australia

The founders of the popular Crumbl Cookie won’t be chasing legal action despite organisers of a Sydney pop-up event leaving a bitter taste in many Aussie customers’ mouths.

Sydneysiders who queued up for famous desserts at a pop-up store last month were left disappointed about the taste of the cookies, which were sold for $17.50 each.

However the importers told fans they “never claimed” to be an official Crumbl store.

The US-based cookie brand has since confirmed it won’t be seeking legal action against the pop-up organisers, who have since deleted all videos of the event off TikTok.

“While the pop-up in Australia was not sponsored by Crumbl, we love seeing excitement for Crumbl around the world,” Crumbl Cookies said in a statement provided to multiple media outlets.

“We look forward to expanding to other countries in the future.

“Information about new international locations will be shared through our official Crumbl communication channels.”

The statement comes days after Crumbl co-founder, Sawyer Hemsley, also addressed the matter in a comment on TikTok: “You need to try them fresh,” he said.

“P.S. this pop-up is not affiliated with Crumbl Cookies.”

In another comment, he said “It appears we need to expedite our visit to Australia. Please note, this pop-up is in no way affiliated with @CrumblCookies.”

The pop-up organisers say they had flown to the US to purchase the Crumbl cookies, before they reportedly spent more than $13,000 importing and reselling the famous cookies.

“This was clearly stated in bio and our comments,” organisers said in a TikTok posted to the crumblsydney channel.

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

Organisers later apologised to unsatisfied customers who felt their expectations weren’t met.

“We apologise that they don’t live up to expectations; however, they are just cookies at the end of the day,” they state.

The importation is considered not to be illegal, with a NSW Fair Trading spokesman confirming businesses could “generally, set, raise and lower the prices they charge for goods”.

“A business can decide the price of goods and services and the price charged may be influenced by the costs they incur, profit margins or market conditions such as supply and demand,” the spokesman said in a statement.

“The Australian Consumer Law prohibits any business from actions that may be false or misleading.

“If a consumer believes a business has not met its obligations under the ACL, they are encouraged in the first instance to contact the business.

“If the issue remains unresolved, consumers can make a complaint with NSW Fair Trading.”

Crumbl was founded in 2017.