Why these cookies are suddenly all over your feed

Aussies have been taunted by delicious-looking cookies from one of the fastest-growing dessert chains in the United States for months, until a fake "pop-up" soured their reputation.

Videos of people buying, trying and reviewing the large, doughy, sweet cookies have dominated social media in 2024, leaving fans Down Under feeling utterly jealous. 

Crumbl cookies have been viral because of their Instagrammable presentation and ever-changing range of yummy flavours, though most of us have never had the opportunity to try one as they're not available in Australia.

Watch the video above.

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Crumbl cookies are hugely popular. (Supplied)So, what exactly are Crumbl cookies?

Crumbl was launched in 2017 by two cousins, and immediately captured social media attention.

Characterised by its signature pink boxes, large cookies and unique menu that rotates weekly, the company grew to prominence quickly.

Crumbl currently has over 1,000 stores, though it only operates in the US, Canada and Puerto Rico.

The cookies are described as soft, doughy, sweet, aesthetically pleasing and calorically dense.

According to Crumbl's official website, they sell over a million cookies each day, most of which end up on customers' social media.

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Crumbl cookies are known for their range of flavours. (Supplied)A social media obsession

As these cookies are only available in three countries, the rest of the world has watched the rise of Crumbl online.

The brand's official Instagram boasts over 5 million followers, while its TikTok has an impressive 9.2 million followers.

Unlike most social media campaigns, most of Crumbl's coverage is from its customers, who post content of the cookies.

Mukbangs, or videos of people eating oversized cookies, are the most popular videos posted.

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One of the many Crumbl fans who regularly review the new flavours for millions of views on TikTok. (@Cookitgirleats via TikTok)The pop-up flop

Sydneysiders were sent into an excited frenzy when a "Crumbl cookie pop-up" in Bondi was announced via social media. 

Hundreds spent hours lining up over the weekend to try to get their hands on the famous sweet treat at a vastly inflated price.

It turned out the Crumbl was not responsible for this pop-up; instead, fans had "imported" cookies, buying them in the US and bringing them back, and sold them under the Crumbl name. 

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Sweet treat fans were thrilled when social media accounts claimed to be bringing Crumble cookies (TikTok)

Fans were confused because there weren't any noticeable differences between the official company and those who ran the pop up, who even used real packaging. 

One notable discrepancy was the price, with Sydneysiders splashing out a whopping $17.50 per cookie – compared with around $7 ($US5) in the US – at the pop-up. 

The eye-watering price point makes more sense when considering they were purchased at retail price and then flown back to our golden shores, though it was also a clear tip-off that something wasn't right. 

After the backlash, a statement appeared on the @CrumblSydney TikTok account this morning. It says they "never claimed" to be an official shop, adding they aimed to bring the cookies to Australia by "importing" them.

Read more about the controversial pop-up here.

Is there something similar Aussies can buy?

For now, Crumbl cookies cannot be bought in Australia, but that doesn't mean there aren't alternatives.

This year, the country has been swept up in the international cookie craze, and many cafes now sell their own version of the pillowy treat.

A standout is the viral Butterboy cookies, which are famous for their huge, freshly baked treats. However, they are missing a critical ingredient: icing.

Instead, The Cheesecake Shop provides almost identical alternatives to Crumbl, selling three loaded, iced and decorated cookies.

Aussies will have to continue being patient as we wait for our own official Crumbl store to hopefully open one day.

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