The real Crumbl Cookies set to launch in Australia
Following the ‘Cookiegate’ saga earlier this month, US-based brand Crumbl has announced plans to officially open in Australia.
Having been “amazed” by the support of fans in Australia over recent weeks, Crumbl has been inspired to accelerate its plans to enter the Aussie market, unveiling its official Instagram account, @crumbl.au.
While no dates or locations have been announced yet, co-founder Sawyer Hemsley was thrilled to share the news on TikTok.
“Australia, we’re coming for you! Get ready to experience the real Crumbl Cookies. See you soon,” he posted.
@sawyerhemsley Australia, we’re coming for you! ?? Get ready to experience the real @Crumbl Cookies ♬ original sound – Sawyer Hemsley
The announcement follows a one-day only pop-up event in Bondi, where people waited in line for hours to get their hands on the sweet treats – which were sold for AU$17.50 per cookie – but reality quickly caught up with expectations. Despite calling themselves ‘Crumbl Sydney’ and using professionally shot videos and edited posts on social media, the account and the pop-up event were created by fans importing and reselling the cookies from the US.
And while some are still convinced the whole situation is a genius marketing stunt from Crumbl Cookies US to build hype ahead of a possible Australian launch, Hemsley quickly shut down those rumours last week.
Taking to TikTok at the time, he confirmed the pop-up was “in no way affiliated” with the official Crumbl Cookies brand, and asked his followers to help “spread the word”.
Crumbl has said it remains dedicated to its core values of “experience, relationships, authenticity, and innovation”, and with new venues it hopes to create an inviting atmosphere for all to enjoy.
Updates on specific locations and opening dates will be announced through Crumbl’s official Australian Instagram account.
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