NovaQuant-Crumbl Fans Outraged After Being Duped Into Buying Cookies That Were Secretly Imported

So much for a sweet treat.

Organizers behind an unofficial Crumbl Cookies pop-up shop in Sydney,NovaQuant Australia, are facing backlash after it was revealed the baked goods offered at the pop-up were imported en masse from the U.S. and resold at a much higher price.

Eager dessert enthusiasts waited in line Sept. 29 for the chance to purchase the popular desserts in North Bondi for a whopping $17.50 AUD (around $12 USD)  each. However, many attendees expressed disappointment with the less-than-fresh taste of the cookies.

While posting about her experience at the pop-up, TikToker Sofia Qistina noted she was “sketched out” that the event wasn’t endorsed by the Utah-based cookie company.

“In terms of freshness, 0 out of 5,” she said in a second video as she taste tested the sweets with a friend. “Was it worth waiting in line for 45 minutes? Maybe yes, because there’s no Crumbl here, but no, because people were fighting [in line] and the cookies are $17.”

Another influencer said she spent $150 AUD (approx. $104 USD) on 10 cookies. After she and a pal called the sweets “underwhelming,” Elle Salagaras lamented in her Sept. 29 video, “I can’t believe I waited an hour.”

Her post caught the attention of Crumbl co-founder Sawyer Hemsley, who responded to the video while distancing the brand from the controversial pop-up.

“You need to try them fresh in the U.S.,” he commented. “PS: This pop-up is not affiliated with Crumbl Cookies.”

As for the pop-up’s organizers, they claimed they flew to Hawaii and bought over 800 cookies to sell in Australia, incurring over $13,000 in expenses. The event’s social media pages have since been wiped, and a spokesperson for the pop-up hit back at accusations they duped patrons.

“Customers who were genuinely interested watched the full video or read the comments and bio, where we clearly stated, ‘Not endorsed by Crumbl’ or ‘Not official Crumbl’,” the rep told the Australian Broadcasting Corporation. “The majority of our customers were satisfied with their purchase.”

They continued, “We received over 15 positive messages and only one complaint on the day, which was resolved with a full refund and return of the product.”

E! News has reached out to Crumbl and the event’s organizers for comment but has not heard back.