the crumbling of Crumbl Sydney

[@SwellEntertainment]

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[@24lizliz24]

I've had my Helix mattress for over 3 years. Highly recommend to anyone looking for a new mattress!

[@starryskies9655]

so *this* is why “not for individual resale” is on all sorts of packaged goods, i see now

[@wabisabi8875]

I always used to ask myself who was dumb enough to try reselling food, and I guess I have my answer now.

[@richardthomson4693]

dunno about the US but that has zero legal power in Australia. Yes they bought them in the US (Hawaii) but they sold them in Australia so where crumbl would start the legal action it would have to be against australians in the US

[@aalmondmilk]

No it’s not. It’s been on packages since I was young and before that I’m sure. It’s to deter people from street selling those multi-pack snacks/drinks in more populated areas.

[@SilverDragonJay]

I could be wrong, but I think that has more to do with the labeling. There's a lot of regulations related to food packaging, ingredients list, allergy warning, nutrition information, a barcode (for scanning), expiration date, and probably more. From what I understand the "not for individual sale" is basically the company going: "hey, we _told_ them they couldn't resell it because the information on the package was insufficient. Don't come after _us_ for not adhering to labeling regulations!" I don't think you'd actually get in trouble for selling those packets and I don't think its there to make it clear when a sale is unofficial either. idk, I'm not a lawyer.

[@shanel4294]

@@aalmondmilkyup people would buy a 6 pack of drinks and sell them at school for a £1 to make money. It’s always been a thing

[@lordfreerealestate8302]

Crumbl cookies were created by people who understood the power of social media and were clever in their marketing, despite having little knowledge of baking. That's why Crumbl is so popular, despite an inferior product. We should instead support small bakeries.

[@deathsheadcashew]

They're seriously the most bland ass cookies. All I tasted was sugar and batter and nothing else, it baffles me how people like these things.

[@Keriously]

The name sounds like any current tech startup. Weird stuff

[@LizStaples]

Yes! Support local bakeries!!

[@theoutsiderjess1869]

​@@deathsheadcashew looking at the cookie gross me out so I never tried it

[@bogscholar691]

@@Keriously *oh my god you’re right.* I want a qualified linguist or *someone* to pick apart why modern company names sound *so* corporate these days. Genuinely fascinating

[@RagondinCosmopolite]

Dropshipping crumbl cookies was definitely not on my bingo card 🤣🤣🤣

[@emmasprague5465]

i don’t understand why the official crumbl didn’t say ANYTHING about this not being affiliated

[@Username0467]

Crumbl corporate is a shit show. “allegedly” 🙄 You can find some of the corporate drama if you dig hard enough online…

[@velvetvehemence]

Who is surprised that food for rich stoners is run by rich stoners

[@manyyoumas]

They were started by Mormons, so, you know. Very normal people. 🫠

[@nxctem]

@@manyyoumasoh that makes so much sense on why all the Mormons in my school were obsessed with/worked at Crumbl.

[@velvetvehemence]

​@@manyyoumas WAIT that's so much more sense than just stoners Mormons are wild

[@chloechappa9011]

crumble got in trouble in NYC for implying one cookie was a serving size when really one cookie is 4-5 servings

[@flan6449]

Yeah I remember the first time I had crumbl cookie I ate a whole 4 pack in one day thinking the nutrition of the whole cookie was 250 calories. I got really sick that day

[@avelynn5976]

​@@flan6449 you ate 4400 calories in one day 💀

[@kithendra]

@@flan6449 How did you not stop after one? My friends couldn't finish a single cookie.

[@flan6449]

@ I’m a fatass

[@laureng2110]

This is a whole other aspect to the laws they might be breaking here, I don't know about Australia but in the UK our nutritional labels look totally different to the US ones and they would not be legal here. Maybe they get away with it by selling it as ready-to-eat food and not packaged...

[@jayg2513]

I'm surprised TSA even let them in. Flying to the US with the intent of exporting US goods to sell in a foreign market? But I get yelled at for forgetting to take my hoodie off?

[@alicynwonderland6499]

They probably bribed a friend

[@Oonagh72]

This was also my question

[@kibaanazuka332]

More of coming back I'm more baffled by because Australian Border Force are notorious sticklers for any food products coming into Australia.

[@GNETT]

1,100 calories for one cookie is insane.

[@Romanticoutlaw]

I used to eat one as my daily meal in my depression era

[@m1k3y48]

The nutrition information says it’s 160 calories per serving, so that brownie is *allegedly* 7-8 servings? Get outta here Crumbl

[@astoldbynickgerr]

And they’re not even good most of the time

[@astoldbynickgerr]

@@Romanticoutlaw:( I hope you’re doing better 💙

[@jeshirekitenkatt1212]

1,100 calories for a cookie that tastes worse than anything you could get in a grocery store. i've seen (alleged) ex employees talk about how it's actually improperly cooked cake batter.

[@BecTries]

As an Australian, the fact that people were stupid enough to pay $17.50 AUD for a stale cookie is as hilarious as it is horrifying.

[@mildlyhappyface]

The high sugar content might actually be why they were stale but not poisonous. Sugar has been used as a preservative for a long time

[@twistedlittlepuppy]

I think Crumbl did a serious blow to their brand by not publicly coming out against this ASAP. Now that it's clear that the Sydney group got away with it (i.e., not legal consequences), not only can they do it again, but other groups may copy the idea. How long before "Crumbl Toronto", "Crumbl London", or "Crumbl Lagos" pops up. Shoot, I know I would be looking at the numbers the Sydney group pulled and try to find a way to profit off the idea myself using cheaper flights/employee discounts/lower overhead charges. Folks will try to do it cheaper and, as a result, incur more risks like just skipping proper storage, turning it into a potential health issue that will hurt Crumbl's actual reputation. Taking legal actions now would be a mistake as well since they've let it slide for so long.

[@qjesse]

It wouldn't be a mistake at to take legal action at any point imo, they still can; slap them with a fine for impersonation/fraud or trademark infringement then this becomes a very public case that can be referenced for future incidents and less likely to occur again. But Crumbl decided not to take legal action, so beware of other groups doing this same thing for Crumbl or other brands I guess, like you said. Crumbl's tone wouldn't have been so nice if even just 1 person got sick and made a big enough stink about it, or worse many sick or hospitalized, so it's pretty unbelievable they're not trying to stomp these people in court right away.

[@whoahanant]

The sad truth is that Crumbl technically benefits from it all aside from the reputation tarnishing that comes with it. Person buys a large stock of their product and gives major free advertising online. Crumbl gets 2 wins in these situations. The loss is the reputation. That's enough to make me not trust Crumbl whatsoever. They should've hit this account WELL before any of this. The account was extremely popular and there's no way no one missed these tags of their actual company...

[@jeshirekitenkatt1212]

what's wild about it to me is that like. under copyright law, if you just let other people use ur branding and don't defend your branding from improper use by unaffiliated parties, you can lose your copyright. if they just keep letting people abuse their branding it's no longer going to be their branding.

[@kiricappuchin]

A "Crumbl Toronto" popup is less likely since they have physical stores in Toronto and the GTA

[@theMyRadiowasTaken]

bro tried to sneak lagos in there

[@thequietroomfiles9731]

as a resident of New South Wales Australia I clicked on this to see what it was all about - when you said it was in Bondi I sighed and wasn't surprised - the ocean side suburbs of Sydney are 'priviliged' and do not feel that the laws that apply to the rest of the state applies to them. Great work on reporting this as no media down here has reported it.

[@VanessaChats]

agree, I only heard of all of this thanks to YT. MSM = nothing.

[@Werumo]

The pop up was in Bondi it doesn't mean the people that did it were from Bondi. It would make sense to put it there because that's most likely where it would sell.

[@thequietroomfiles9731]

@@Werumo true but the costal suburbs are very terittorial - If they had to apply for a permit from the council I would doubt that anyone from outside the area would be approved - it's sad but that's how it is in places

[@YukeWeiss]

That's not true. I read about it in ABC and they had multiple articles across the board.

[@kirsty7669]

This is a bit of a silly take, I'm from Sydney and hosting in Bondi makes sense because it's one of the most famous areas in Australia. And the people running the scam aren't from Bondi lol

[@ragdollrose2687]

Hear me out. I'm a disabled exhausted woman, capitalism is the bane of my existence because no matter what I do, my body and mind can't keep up to survive in today's economy. Do I often fantasize about scamming or finding a loophole so I can finally have money to just eat and have proper care? Yes. But then I watch these videos about disastrous scammy business attempts, and I think "Yeah no, I'm good. Ain't got the energy to be this messy"

[@jaynestrange]

What gets me is that there are so many easier scams with less consequences if you get caught! Just pretend to be a psychic! Claim to have been abducted by aliens and go on talk shows! Why do all this work if the point is to get money with no effort?

[@ryanwillingham]

you just spoke straight to my soul

[@bogscholar691]

too real LMAO 😭

[@joyofcookies]

I feel like most of the time I see scammers get caught I think "Wow, they're talented and could get a good job with those skills!" I get that it'd take longer to make a lot of money, but also...the risk of jail time and serious financial penalties is greatly reduced in a legal 9-5. A scam is usually even more work! And yeah, I'm too lazy for that.

[@pillbugm8914]

It's not hard to earn money if you're willing to lie, cheat and scam, but keeping that money is the hard part.

[@seungheestar4870]

I've been waiting for you to mention this! This situation confirmed to me why I learned how to bake cause the pricing and calorie intake are INSANE

[@clarabrandaog]

the fact that the company did nothing is like... suspicious. you telling me F1 banned you for displaying LIVE TIMINGS and they had people selling bootleg cookies under their company name, PROFITING OFF THEM and the best they could do was "allegedly, not us!"?????? i feel we are taking this situation more seriously than crumbl itself lol

[@Cab895]

They could have active litigation which is why they can't comment

[@rilmar2137]

So I have a buddy who makes silly little racing sim videos, stuff like iRacing, Assetto Corsa etc. on a fairly small channel (just short of 7.5k, definitely not getting on the main page). Over the last 5 years the F1 Management has, to date, submitted 89 copyright claims on his videos on the basis of them supposedly being race footage. He had successfully disputed all 89 claims but it's a pain in the bum. That's averaging over 1.5 per month

[@pr0ntab]

Crumbl doesn't have F1 money or the attorneys that come with that yet, but maybe in time?

[@sushreeshashwata]

@@pr0ntabthese are literal kids who did this.

[@clarabrandaog]

@@sushreeshashwata tell me who are these kids that have the kind of leeway to spend 6 thousand dollars on a operation to sell imported cookies bc the girl scouts are missing a lot of talent

[@ScoutWolfSW]

My fiancé and I have never actually bought Crumbl cookies for ourselves. We have only ever received them as a gift. When we do, we usually end up cutting the cookies into 4ths or 6ths and slowly eating them over a couple of days. The amount of calories in one cookie is insane.

[@jeshirekitenkatt1212]

i'm shocked you actually ate them; we threw most of ours out after tasting them

[@ScoutWolfSW]

@@jeshirekitenkatt1212 They're okay. I don't think they are amazing, but I also don't think they are bad. Usually we'd finish maybe 1 and half the while the rest gets thrown out. I think we've been gifted them like 3 times now between a Birthday, her promotion at work, and our cat passing away.

[@zel932]

same here, it’s been years but I just can’t imagine eating a whole one! and i remember them not being that great either.

[@birdec765]

I crawl out from my rock for a look on occasion. Something has come and gone. It it wasn't for Swell I'd be totally clueless and unentertained😊

[@brennnabean]

Oh and they probably are lying about their nutritional content since the FDA allows up to a 20% error margin. That cookie probably has closer to 1300 calories.

[@tlowery2074]

i’d prefer an entire pint of ben and jerry’s

[@h.a3487]

Allowing a 20% margin of error is insane...

[@radhiadeedou8286]

How?

[@SemiIocon]

Ah, American regulations.

[@somedragonbastard]

​@@tlowery2074 I was eating some while watching this video. The entire pint I was eating, loaded with fudge and nuts, was 1240 calories. So actually a bit less

[@CaptainUrielVentris7]

Most of us like having money and just grab a pack at woolies or subway of course. Also, a popup at Bondi Beach is a terrible reflection of Australian market interest, it's like our biggest tourist trap...

[@katerrinah5442]

Woolies and Coles cookies are damn good. I can eat them without feeling gross AND they're only $3-$4. The crumbl thing is weird

[@xtuffcookiex]

I know Australia is more expensive than US but those prices were alarming... ($17.50 AUD) $12 for a single cookie when they are $4.99 here in the states.

[@sabiyadusk7357]

Yeah, I love sweets and American food but no way am I paying $17.50 for one cookie. I could get a whole meal for that!

[@aalmondmilk]

it reminded me of the erewon smoothie prices some people spend whatever to get in on a trend food item ig

[@alexisevans1792]

Yeah nah, that's well over double what they'd typically be. I'm not the kind to spend money on that stuff, but I see similar cookies going for about $7AUD here

[@maetherabbit9999]

And Crumbl wasn't even remotely interested in Australia until a bunch of idiots paid $17 for them. Now they are and they can f@ck all the way off.

[@ninereeds1810]

Aussie here. I can go to my local supermarket and buy FIVE decent sized cookies for $3.30 AUD. I'm sure they're not as good as Crumbl cookies, but yeah, those prices are insane.

[@eggysegg]

I import plants from other countries. Australia is the most difficult place to import/export plants to. So I would imagine their food requirements were more strict too.

[@emmad4308]

They are generally speaking, but this is a wild exception.

[@Angryoyster]

0:35 it’s not a cute little sweet treat, it’s a months worth of sweet treats and that month is your birthday and it’s December.

[@jodie5497]

As an australian I'm supprised they even got the cookies through customs! We're usually pretty strict about what can come in

[@jadenbird5883]

It’ll be interesting to see if Crumbl could even get approval to come to Aus. We have some pretty strong laws against high calorie, low health foods. Maccas and HJ (burger king elsewhere) got slapped down a few years back when they tried to release some obnoxiously unhealthy burger. Plus, if the company legit thinks people will honestly forkout $17 for a cookie outside of the fad period. They’re going to go the way of Starbucks.

[@pillbugm8914]

Is Starbucks dead in Australia? I'm genuinely asking because I'm curious.

[@ivy.mp4]

It’s not like going bankrupt but it’s only really alive in the very metro areas of like Sydney and the other capitals, it’s nobody’s first choice for coffee, and it hasn’t had the same success it has in America. Once you get like an hour out of the Sydney cbd for example there’s basically no Starbucks for the rest of the state of NSW. It might change tho because people like to use it as a study spot and copy America I suspect

[@skinnyrat4277]

@@pillbugm8914 Australia has really strong coffee culture and a tonne of local cafes so Starbucks just ends up being extremely shit in comparison. its not really successful even though there are several locations

[@Cheskaz]

Could you point me in the direction of those laws? I can't find anything other than needing accurate nutritional information, proposed advertising restrictions and fast-food places needing to display that information on menus.

[@sazaki1999]

​@pillbugm8914 pretty much in the non touristy areas

[@polygonvvitch]

So, as a Brazilian, whose entire dessert cuisine is like 50% sugar per volume, holy fuck 1000 calorie cookie

[@DzrtClaws]

I grew up in Utah and I swear every ward (Mormon church congregations) has a lady who knows how to make a cake mix cookie. So I already think Crumbl is wild for corporatizing it and getting mad at brands that make almost identical recipes when like… it’s a common Mormon thing anyways lol. You can’t stop everybody from making money off the trend. That being said, these people are idiots for trying to use Crumbl’s name. Honestly how did they REALLY think that was going to go?? 😭

[@Akaito-Shion]

Apparently crumbl was founded by mormons lol

[@brokeshimmy]

I was about to comment that. Im from utah and one of the first locations opened in my hometown in the same stripmall location i was working at. Thats why all mormom moms know the recipe, its made by the rich ones and was even a rip off of the swig sugar cookies ​@akaitoshion2447

[@maitaniyama]

A Crumbl Cookies opened on my block and it’s been making it difficult to walk because there’s always a line. What’s worse is seeing middle schoolers stand on line for them after school. A single cookie is between 1/2 and 2/3 of their daily calories (and it’s all coming from fat and sugar)!

[@MrInternFTL]

Thats actually scary 🫨

[@MagisterialVoyager]

that's actually really sad, considering the possibility of younger brains getting hooked up to sugar is higher. sigh.

[@theoutsiderjess1869]

​@@MagisterialVoyager they are born hooked on sugar. I used to literally put more sugar in cinnamon toast crunch so this isnt surprising middle schoolers went to try them out. I would have done it at that age unless the cookies taste bad

[@emch2vy]

​@@MagisterialVoyager all humans are hooked on sugar. sugar is literally the only thing that you come out the womb enjoying the taste of, everything else is acquired.

[@ImNotHere222]

@@theoutsiderjess1869 Not me doing this at 32... 😵😵‍💫 I don't eat much cereal these days, thankfully. It's not good to begin with. Adding honey to Honeynut Cheerios was always good, though.

[@ninaradio]

Crumbl getting owned through a marketing scam is hilarious to me because all they are to begin with is empty marketing. The cookies themselves are SO BAD. Cute, sure. But nasty.

[@splendidcyan]

What a lovely reminder to go re-watch my favorite Swell video, Pink Sauce

[@dichotomae]

I can't believe I've watched like 3 videos on this topic and no one's said "that's the way the cookie crumbls" yet

[@linnhuman]

I've heard crumble claim the cookies are so high in calories because they're big enough to share with 6 people... huh? why would I cut my regular sized cookie into 6 pieces lol p.s. this story is wild

[@RyldsGirl]

My son worked for Crumbl, this is true. They aren’t actually a normal sized cookie. They sell the cookie cutters because they are supposed to be shared. That’s just how they market it.

[@nagisa9147]

The standard cookies are quite large. I'd say you could more comfortably split them between 4 people.

[@SlyPearTree]

This is like The Onion's video about Subway being surprised that people buy footlongs for one person.

[@kingworm7168]

@@RyldsGirlthe cutters are only 4 pieces though

[@mdhen01]

​@RyldsGirl while the cookies are big, they're still too small to just *assume* someone is gonna share. The cookie cutter just makes it easier to take smaller bites but someone who's like, not on a diet and who doesn't really care can easily eat one in one sitting. It's not untill 2 crumbl cookies that I'd say you can make that assumption. All this to say, "The only reason crumbl says they are meant to be shared is to ease the backlash about the fact that the cookies are without a doubt waaay too sugary and they're probably worried about a potential lawsuit in one way or another"

[@NEILAMALONE]

Firstly, they certainly did misrepresent themselves as I've seen videos of the day, clearly showing the Crumbl logos on posters used. Also as someone who has worked in a kitchen environment preparing meals for vulnerable people, the "storage" and transporting of said food is hugely concerning from what I have seen. Might be lucky people weren't ill from this.

[@lavenderdays489]

maybe I'm naive but it feels like they don't even believe what they're doing is a scam, they're barely trying to hide blantent impersonation and it must be easier to just bake the cookies than to fly them out each time. Like I bet at the end of all this, they'll say they just did crumbl a favor in showing how much demand there is in Australia. Weirdest "fans" ever, it's honestly super annoying and I don't even care about this brand

[@SirThinks2Much]

i don't remember where I heard/read this so I might be wrong, but afaik these "fans" are rich kids with plenty of money to burn. They probably didn't care so much about the money as the online attention.

[@thequietroomfiles9731]

@@SirThinks2Much yup that sums it up nicely - Bondi and other oceanside suburbs of Sydney are the worst type of 'priviliged' you can get - as long as they get the attention that they honestly believe they deserve - It's not a place that I would visit

[@Mewtho9]

Crumbl had a lawsuit with another US cookie company Dirty Dough in the “Utah cookie wars”. They go over all the branding Crumbl claim they have.

[@lisahenry20]

I think that lawsuit was how I first heard about crumbl. Someone mentioned the lawsuit and I'd just done a module about copyright law at uni, so I had a quick look and ruined my reddit feed. Even now, I get a random crumbl post recommended to me.

[@PoyoBoyo808]

Hawaii resident here. I'm amused that the pop-up organizers bought their cookies from a Hawaii store. When Crumbl first opened here a few years ago, I found their cookies to be overly sweet. Some were even undercooked. A friend who had tried their cookies at a store in the continental US agreed that what we got here was inferior to what was available up there. I don't know if they've improved since then, and quite frankly i don't really want to know. All I know is that Sydney customers essentially overpaid for something several notches below what could be considered the lowest bar for quality in the US.

[@weeabooper]

I had crumbl once and it felt like eating a whole stick of butter and a bowl half baked flour with sugar water to wash it down because somehow the cookies were still very dry 😭

[@Elirum]

So true!!

[@soogymoogi]

A crumbl opened in my city. We have an amazing local cookie bakery here. One woman superstar who's so good she's made cookies for celeb dressing rooms (jerry seinfeld iirc) - idk why the crumbl here is still in business when she exists

[@ColeClawson]

Anthropologist here (albeit my MA is in bio Anth)!🎉 My first thought is these people wanted Crumbl to sponsor them in some way. I think this “we flew to the US JUST to show Australia Crumbl!” feels like a way to indirectly say “we made ourselves look absolutely feral. Maybe you could sponsor us next”. Essentially absurdist marketing (I’m sure there’s a proper term)

[@viheart]

It’s like they’re asking to be sued

[@Samuraitubi4]

Swell vs the Australian cookie mafia

[@roguetaco5487]

😂

[@SquidgyPixel]

Time to get friendlyjordies involved since he's in Sydney? :o

[@lusitanianightshade227]

$17.50 x 3,000, assuming they sold every cookie, they would have made about $50,000. They absolutely made a hefty profit, even considering all the overhead costs. That's why they did it.

[@robertivaniszyn840]

The funny part about crumbl cookies is that they can be looked at as an unintentional answer to the US Army's D rations problem in WWII... basically they wanted a really calorie dense food that was shelf stable...which was basically the perfect job for a chocolate bar...but they wanted it to be so disappointing *as a chocolate bar* in terms of taste that the men carrying them didn't just eat them in non-emergency situations. Crumbl cookies fit that PERFECTLY.

[@ancientroullete]

A roomate of mine bought crumbl cookie. I ate one without knowing what it was exactly and I thought it was a carrot cake cookie. I looked it up and it was a pumpkin with maple syrup cream cheese cookie.

[@something6510]

I had that exact one a while back! I felt crazy bc I felt the same. Completely different taste from the supposed "flavor".

[@loop231]

I worked at Crumbl. In no way did we warm the cookies to "enhance their texture" like wtf does that even mean anyways?

[@SirThinks2Much]

means the cookies got stale af so they microwaved them to get them softish again.

[@bogscholar691]

@@SirThinks2Much the illustrious Chef Mike strikes again!

[@kiwihyunz7452]

They’re probably mixing too many or too little ingredients together and making them come out dry or crumbly.

[@SeanHartnett-t8c]

@@bogscholar691 true

[@Skaði]

It is weird to me how much calories they are, I have a feeding tube and throughout the day I get 1500 calories. Meaning I just have to eat one of their cookies to get my daily need (and then throw up probably because of the high sugar). Idk it feels like they shouldn't be that much.

[@kiwihyunz7452]

It really shouldn’t be that much sugar and butter when it usually calls for less than that in a normal cookie recipe. To me the Crumbl cookie calories are the equivalent of buying a bunch of regular sized cookies and eating the whole thing

[@kn152-k4u]

Anytime I see somebody with a Crumbl cookies box, all I can ever say to myself is "Why?"

[@lefton4ya]

Cookies crumbl backwards in Australia

[@hennaoctopus]

Crumbl cookies are disgusting. If you were to buy that cookie dough in a can that you're meant to slice up, and ate it raw with a big glob of icing on top, you'd be pretty close to crumble.

[@2KVAofficial]

If Crumbl opened a franchise in Sydney, the Australian continent would be out of sugar in 25 days.

[@Farimira]

Australia produces much more sugar per capita than the US

[@macke3850]

Have I already watched 3 videos in this topic? yes. Am I still going to watch this video because it’s Swell? Yes absolutely

[@randymoon]

16:10 not them tipping zero dollars lmao

[@ladylichan]

Maybe this is addressed later in the video, but as someone who recently visited Australia I just want to point out that their restaurant/meal prices are higher than the US and that there is a currency exchange. I kept getting sticker shock everytime I went out to eat because they also call their currency dollars. At the current rate, $18 Australian dollars is worth about $11.50 USD, which is still insane for a cookie, but just wanted to add in that context!

[@winterburden]

Thanks for this swell video Swell!

[@kingworm7168]

I’m baffled that anyone would FLY to pick up cookies that GROSS 🤮

[@KylaTea]

I keep telling folks yall gotta go with Insomnia Cookies. They are the best and they are open for those late night cravings. The superior cookie between the two 🙌🏾

[@heymer4274]

I highly doubt that crumbl will charge that much per cookie. They will likely stick as close to their financial model as they can, while covering whatever extra cost there may be to operate in Australia.

[@sazand0ra187]

i volunteer at a soup kitchen once a week, and i'm usually helping w/ desserts. we have to label everything, and throw out anything that's over 5 days old bc of health codes - and it's usually stuff that's been sitting in the fridge. they are so, so lucky that no one got sick (that we know of ig) from this stunt.

[@Erin1313]

I have a feeling that some of the people that said they enjoyed it, might be saying that because they paid $17.50 and so they want to believe it was more amazing than what it was "it was $17.50 how could it not be amazing?!". Would this count as the sunk cost fallacy? I have no idea.

[@wickedchick7]

My step grandma was CONVINCED they stole her chocolate chip cookie recipe.

[@howlsmoodycastle9313]

If she uploaded it on the internet, they probably did. Crumbl was started by a couple of tech bro mormon cousins, with no baking knowledge, that just googled recipes and ran some viral marketing.

[@Snocone333]

cookies are too mid to be a grandma's cookie

[@Farimira]

The thing is Australia does have original overloaded cookie/ biscuit companies, for at least 3 years, but they never seem to take off

[@sushreeshashwata]

Bcoz they are not it. You cannot eat them multiple times. Crumbl is surviving just bcoz of tiktok

[@katerrinah5442]

Cupcake Central does amazing cupcakes and have done the huge biscuits. They seem fairly successful, I've been obsessively buying from them for over a decade

[@mariopaintcomposer5975]

this had your name written all over it. it shall be dubbed the fumbld cookie incident

[@chenbou9377]

honestly not surprising this whole mess happened. i'm from a border town and we got a crumbl a couple months ago and people are already buying the cookies to resell them in mexico. in the store close to me they made a limit on the number of cookies they'll sell you and won't give you extra boxes

[@dreamworld1372]

If I have learned anything from video games, its that Australia has some strict false advertising laws...

[@velevetyy]

not really, we ban video games bc nanny state, our main grocery stores price gouge us and use manipulative discount and price gouging strats to rip everyone else while they buy the stock way too cheap so everybody gets ripped off

[@skinnyrat4277]

@@velevetyy i dont think they mean banning video games but probs the consumer law stuff like what happened with Blizzard lol

[@skabs508]

This is why the owner of Gideons Bakehouse (local Orlando FL) refuses to ship his half lb cookies. They will dry out because he can’t control the amount of time it takes to get to your house. Also it is basically understood and recommended that you share or eat these cookies in pieces. It generally takes me three days to eat one if I’m eating it by myself. They also tell you to freeze them if you don’t eat it within 5 days. 🤷‍♀️

[@SeanHartnett-t8c]

20:00, I could absolutely believe they were doing that.

[@angielott83]

Your videos, more than anyone else, I feel like I’m just sitting right in front of you talking to a friend. Like literally you do SUCH a good job ❤

[@nataliebateman1151]

I eat so much food but 1100 calories FOR ONE COOKIE is too much for me

[@twistedlittlepuppy]

right!? That's like an entire MCD's meal if you got a diet coke with it.

[@NormandyFoxtrot]

@@twistedlittlepuppy That was basically my thought like, if I want eat 1,000 calories of garbage I'll just get a greese burger XD.

[@kiwihyunz7452]

Its like getting a whole pack of those frosted sugar cookies with sprinkles and eating them in one sitting

[@NocturnalAce]

People trying to hustle so hard that they resort to impersonating official brands just to make some cheddar. Try being original. You don't need to use other brands just to get attention.

[@dobedo1234]

The funny thing about trade marks is, unlike copyright, the protection is both territory and domain specific. While there is an old common law action called passing off which could form a protection for crumble, the cookies were exactly what the pop-up resellers said they were. There is also no evidence of food poisoning. So interestingly this seems neither criminal nor civilly unlawful. If crumble wants to protect their trademarks in Australia, they are welcome to file them with our registry. This should be filed in the same category as patent trolls and scalpers. Awful but legal.

[@Chimervera]

I don't understand the demand for crumbl cookies because (at least in melbourne) 'big cookies with rotating flavours' are already such a saturated market. I can think of three different brands off the top of my head that are close by enough deliver to my house. If they come over here and *actually* start selling at $17 a cookie they will just go under once the initial wave of everyone wanting to see what the fuss is about dies off.

[@meatofmink]

Those cookies look awful and I love cookies. I would rather make my own. plus their labor practices are horrible

[@Sleipnirseight]

They need to stop running their mouths on social media in an attempt to defend themselves from the actual company. They're providing so much ammo. Stupid, stupid, stupid

[@landmineradio]

whats so wild is a similar thing happened in Mexico a while back but i dont think it reached the same amount of backlash due to the language barriers

[@spacefacey]

:O with crumbl specifically?

[@52andattitude48]

@@spacefacey Yep, there's some Crumbl stores in border towns and people would buy them in the US, then quickly cross the border to resell them in Mexico

[@sushreeshashwata]

I think bcoz in that case people are aware for what it is maybe

[@telilah85]

I have recently heard of crumbl. I didn’t think they were here but apparently we do have locations in Canada. It’s like 5.99 for a single cookie! That’s insane. I could go to the grocery store and pick up a box from the bakery section for that price. Then I checked… chocolate chunk has 710 calories!! And that’s the least. No thank you!! I could go to a Tim hortons get a chocolate chunk cookie AND an ice Capp and it would cost me 5.96 AFTER TAX and it would only be 550 calories total. Like that’s insane.

[@Alaylaria]

It’s slightly mitigated by how freaking huge they are. One cookie is about the size of my entire hand, spread fingers included. Definitely cut them into multiple servings.

[@Hamster7678]

the only way this couldve been more on brand wouldve been if it was melbourne instead lmao. absolutely hilarious as a perth girlie

[@Erick_Cuevas]

I worked at Crumbl for a brief time when I first started college years ago. The amount of butter and sugar alone that goes into a single batch is WILD. Something like 6 BRICKS of butter and 10 lbs of white and brown sugar combined( i don't remember exactly). And that's all in a single chocolate chip cookie the size of a roll of blue painter's tape. The sugar cookie (pink frosted one) had something like 3 cups of oil in it 🫠😭. Look, like them or hate them, you can't deny they've made an impact, culturally. Personally, though, I'll never again subject myself to potential cardiac arrest from a cookie that could give a concussion after sitting out for a few days

[@VanessaChats]

As an Australian, the official Crumbl can try to set up shop however they won't sell and predict they will go bust within a year. Starbucks is a very great example of a "popular" US brand that couldn't compete in the Australian market. So many of their franchisees (stores) closed (and it was before C__vid). The same with a Carls Jr Burger. There's others however I cannot remember them off the top of my head. The Australian market is super competitive and already has a lot of cookie businesses that are doing well here. Also, because we do not have the same culture as the USA as well as addiction to sugar (I've been told many times) people will literally stop buying them.

[@MysteriousKammm]

Is it even legal to buy and pass the lines with that much food? Like, those that count at smuggling? Given the shadyness of all that i would be surprised if they signed actual paperwork to do this legally...

[@theratkingsupreme]

$17.50 AUD is $11.75 USD !!! which is a bit much for a cookie but reasonable compared to assuming Aussies use American currency and are paying nearly twenty American dollars for a cookie !!!!

[@GM-qq1wi]

As an Australian, I can't stand how desperate our cities are to be like LA. Anyone willing to queue for 40 minutes and pay more than $10 for a viral cookie deserves to be scammed.

[@blingbli27]

I could absolutely see them not suing the Sydney group as a way of seeing if they could allow more groups to do the same thing. And once they're semi-established or otherwise; Crumbl comes through and threatens to sue and shut them down. Or absorb them into the Crumbl conglomerate under a slough of rules and regulations. Maximizing their profit at a lower cost by letting smaller businesses to get a foothold and seeing if they're successful there.

[@Cab895]

This is straight up fraud and I hope the real crumbl takes the person to court and sues them for copyright infrigement and damages for harming their brand by selling week old cookies for $17.50

[@katiek.6333]

being reallll flexible with the term "imports"

[@Shibouu59]

When I first saw crumbl in my local area I had never heard of it before, and I was just curious about trying a new cookie shop. I don't eat a lot of sweets, so normally cookies with a reasonable amount of calories will still take me some time to finish. No joke, it took me a WEEK to finish the ONE cookie I got from crumbl because every couple bites my body would be screaming at me that it had enough.

[@marypeterson1038]

I've heard that one of the people doing this is 18, which makes what happened start to make more sense, even if it was very stupid.

[@Resulka]

Yeah, I heard it's a pair of Brothers. One being 18, the other being 21. I'm still curious how they got them through customs. Their story based on the customs rules doesn't make sense unless they lied on their forms.

[@MeganRoggeman]

Hearing about the crumble cookies situation the one thing that shocks me is how in hell did they get all those crumble cookies through customs? I live in Australia and customs is so strict of what you can bring into this country and I’m shocked. They managed to get so many crumble cookies in Australia.

[@jvever4904]

not the first crumbl scandal video i've watched, but this is swell so i'm definitely okay with watching this one

[@dreux_]

4:24 the video FINALLY starts…

[@Elirum]

Crumbl cookies are sooo bad. It’s all a marketing and branding gimmick. Please support local bakeries instead!! Not surprised a fraud scheme would pop up essentially around a “hype” product.

[@ash710]

Was it possibly a way to market the social media handles themselves? The promoters showed through the social media marketing that Aussies will absolutely purchase the cookies. Once Crumbl does come to Australia, the prompters will still have the social media handles relevant to marketing there. They could make hundreds of thousands of dollars just to sell Crumbl their own name since Crumbl presumably did not hold the trademark for "Crumbl" in Australia before the pop-up. Obviously the fact that the account was blocked will be a barrier to their success, but maybe this was ORIGINALLY a roundabout way of playing the long game on the Crumbl name and its associated social media assets. First come, first serve for both the cookies and the name itself.

[@thatguyseb8824]

Entrepreneur mentality is cancerous. It used to be people actually needed an idea to start a business, now people will just steal someone else's and present it as their own. All the shadiness surrounding this story makes me believe they absolutely knew that what they were doing was illegal and they decided to go ahead with it anyway.

[@hope52677]

Me seeing anything with Crumbl cookies "Should I make cookies??" XD

[@someidiotmetalhead]

As someone who never heard of Crumbl until a couple months ago, I'm still baffled that these things have the calorie counts of full-on McD's meals and cost about the same. As someone who works in food manufacturing, I'm baffled they got away with basically drop-shipping cookies. Crumbl themselves would look into food safety/identity laws before even wanting to do international popups.

[@ElizabethJIsHere]

i swear any random tiktoks that come up on my page not from the beginning, i never have to deep dive about cause i know you're going to for me. thank you for your service 💐

[@Kimberly_Sparkles]

So, this isn't a crime. It's a civil issue. Under American law, the best Crumble could get is damages...only this happened in Australia so American law doesn't apply. They literally could not sue in the US since it didn't happen here. What about Australia? Australian law is a separate from American law and is not the same. Again: They don't have outlets in Australia, it's unlikely they have applied for protection under Australian law. If crumble doesn't have the equivalent of a trademark in Australia? This isn't even a civil issue that way. Plus, without open shops, the company lost nothing from the sale. They have no losses to recoup from this pop up as no one who went is going to explicitly fly to the US only for crumble cookies for themselves. And while trademarks can be defended without monetary loss, it's really expensive to pursue internationally like this. Is the cost of employing an lawyer & going to court internationally worth the money if they have no intent of going into Australia? This is why these folks did this. The most they'd get is taken down on social media. There are actually few levers for crumble to protect their brand. Local food safety regulations are more likely to do more to punish and prevent this from happening again.

[@naym8638]

Exactly this: You can't just sue someone in another country casually! Thanks for taking the time to write this comment.

[@ihath]

Since I live in Canada, I haven't had the opportunity to discover Crumbl cookies. Don't know if I am happy about it or feeling deprived.

[@tarakennedy2512]

Honestly, if you go to any decent cafe you can get a very decent cookie for WAY less money. As a fellow Canadian I’m glad we don’t have these, I consume enough sugar anyways

[@beefy45]

They aren’t very good, its all hype

[@mayaflici374]

I'm sure Canada has plenty of good cookies made in local cafes

[@nagisa9147]

We have Crumbl here. Maybe it's just your area? Either way, they aren't worth the hype lol

[@ihath]

@@nagisa9147 glad to hear I am not missing much.

[@iterativegrowth]

2:28 what an incredibly infectious giggle 😊

[@zoehanna8395]

I've been WAITIN for this one!!!

[@LynnGryphon]

Crumbl is so sweet they hurt my teeth after a bite or two 😖. I always wind up splitting them in 2 or 3 depending on who I'm with.

[@erinkatrina4201]

Doesn’t Australia have crazy strict food import laws?? Maybe it’s only for agriculture and beef but…I’ve heard that it’s nearly impossible to bring food in Australia