The owner of a celebrity favourite cookie company has indicated it might come to Australia, after an unaffiliated pop-up shop left fans upset in North Bondi.
Sawyer Hemsley, who co-founded mega brand Crumbl Cookie, has responded to the backlash over a ‘pop-up’ cake shop at the weekend in Bondi.
Promoted on social media, the one-day shop was run by people who confirmed they went to Hawaii and brought hundreds of cookies back and sold them.
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“It appears we need to expedite our visit to Australia. Please note this pop-up is in no way affiliated with @Crumbe Cookies,” Hemsley said.
As reported by 9News, fans were thrilled when social media accounts claimed to be bringing Crumbl Cookies – which counts model Kylie Jenner among fans – to Sydney.
Videos on TikTok account CrumblSydney announced over a few weeks a “one day Crumbl pop up is coming to Sydney”, and “Crumbl cookies are coming to Australia”.
Fan lined up to buy them – at vastly inflated prices.
They cost around $5 in the US but went for $17.50 each.
Now, all of the TikTik posts have now been deleted, except for a statement shared by the account after the event blew up.
It says they “never claimed” to be an official shop, adding they aimed to bring the cookies to Australia by “importing” them.
They say they followed all the legal rules including surrounding the import, it said.
Lawyer Sam Macedone from Macedone Legal suggested the people behind the shop’s actions were “ridiculous” and claimed they “don’t have a leg to stand on” if the company takes action.
One TikToker also now claims the people behind the sale also run a lolly import business.
9News has contacted the company.
However, to add to the drama, another TikTok account, called @crumblcookies_au claims on its bio “Crumbl Cookies are arriving to Australia in “late 2025” – over a year away.
It claims on various posts they’ll have shops everywhere from Perth to Adelaide.
However the account, which has thousands of followers, is full of grammar and spelling mistakes.
It links to a dead website.
Meanwhile, state watchdogs have responded to what happened.
A spokesperson for NSW Fair Trading said businesses can generally, set, raise and lower the prices they charge for goods.
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However there are laws around ”false or misleading” claims.
“The Australian Consumer Law (ACL) prohibits any business from actions that may be false or misleading,” a spokesperson sad.
“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.”
9News has contacted Crumbl Cookies in the US for comment.
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