How old cookies sold for R$65 caused social media outrage in Australia

They discovered that they were eating old cookies, which were sold by some local entrepreneurs – who had no connection to Crumble – and who had brought the cookies in suitcases from Hawaii.

To make matters worse, consumers paid 17.50 Australian dollars (R$65) for these cookies, which were transported in the cargo hold of a commercial aircraft.

The case sparked fierce debate on social media, with threats of legal action against sellers and criticism of those who were willing to pay such high prices just to be seen enjoying the latest gastronomic fashion.

The controversy also caused the American newspaper Washington Post to write a review of the cookies, classifying them as “disappointing” and “under-baked”.

The saga began when crowds gathered at a shopping block in North Bondi on Sunday (20/09) in search of the famous colorful crumble boxes.

Consumers often recorded their experiences on TikTok in real time when they bit into the hard cookies and reacted with expressions of displeasure.

One vlogger commented: “(This cookie) is really bad… the texture is weird”, and another woman revealed she spent 150 Australian dollars (R$563) on just 10 cookies, expressing her anger during the video. ) spent.

Following the incident, Crumble’s founder immediately used social media to clarify that the Australian pop-up store had no connection with the company.

All of this resulted in a confusing story, prompting an apology from the Sydney organisers.

In a statement, a spokeswoman – who declined to reveal her full name – said hundreds of cookies were purchased during a trip to Hawaii and then brought back to Australia in luggage.

He said all of the pop-up shop’s activities – including using professional photographs of the sweets and copying the Crumble brand – were “legal”.

Additionally, they highlighted that they have attempted to comply with Crumble’s storage requirements, which recommend that products can be consumed within three days of purchase, as long as they are stored in an airtight container. Is kept.

“We follow these guidelines. Some cookies were heated to improve their texture, so does some of the crumble,” he said.

“We apologize for not living up to expectations. However, at the end of the day, they’re just cookies,” the spokesperson said.

The peculiarity of a group of people “flying internationally just to get a biscuit” has not gone unnoticed by Australian marketing expert Andrew Hughes, who says deception tactics are nothing new.

He mentioned a recent example when many people bought tickets for a series-themed ball bridgerton In Detroit, Michigan.

However, instead of the glamour, glitz and sophisticated food promised by the event organisers, they were greeted with soggy noodles, a solo violinist and a pole dancer.

To understand how these viral scams attract people, Hughes says, it’s important to analyze the intense emotions generated by “fear of missing out” – or FOMO in English.

“In an age where information spreads so quickly…people don’t want to be left behind. They act on impulse rather than using logic”, he explains.

It is unclear whether the pop-up store using the Crumble brand has breached consumer protection law in Australia or whether it is appropriate to take legal action against those affected.

However, apart from a few cease-and-desist letters, Hughes believes the American brand is unlikely to take further action.

“They’ll deny it. They’ll say it’s bad. But, ultimately, it creates good publicity because it increases the visibility of the brand in Australia,” he says.

“Suddenly, people who didn’t know the brand are now talking about it.”