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OverwhelmedTikTok

The Cookiee Club

🇦🇺 Australia · Food & drink · Blew up: 18 Sep 2026 (day of the customer review (18 Sep 2026); the row ran into early October and the Daily Mail covered it on 26 Oct)
What going viral did to them
Overwhelmed

The business apologised for the late order and for mentioning legal action ('Reading it back, we can see it was heavy handed'), and said: 'Our little business has grown quicker than we ever imagined it would. Sometimes it's been hard to keep up with demand.' It says it has expanded its team and now quotes 2–4 days before dispatch. Ruby Rose Demiroski said there had been threats towards the business, 'even death threats'. Its Instagram page has been taken down (Daily Mail, 26 Oct 2026). Every product on its website showed as sold out on 27 Oct 2026.

Latest published report: 27 Oct 2026

Next check-in
30 Oct 20266-week check-in

⚡ The trigger

TikTok creator Alyssa reviewed the Melbourne egg- and nut-free cookie business founded this year by sisters Ruby Rose Demiroski and Rachel Gundry. She praised the cookies (8.5 out of 10 overall) but said she had waited almost a month for her order. She says the business then asked her to remove the video within 24 hours and mentioned its PR and legal representatives. The business later apologised for that message (Daily Mail).

🪝 The hook

A mostly positive review that still described a long wait. Then a takedown request that mentioned legal action turned it into a much bigger row.

📈 The numbers

  • Review video: 'more than 1.3 million views' (Daily Mail); 1.3M on TikTok
  • 8.5 out of 10 overall, after waiting 'almost a month' for the order (reviewer, via Daily Mail)
  • Another reviewer, Josh James, posted a video claiming he waited five weeks for his order (Daily Mail)
  • Before the row, the founder's own TikTok already had a 12.6M-view video (25 May 2026)

Figures come from the sources below and are often the owner's own claims. We don't estimate.

🗓 Check-in schedule

Every entry is checked 2, 6 and 12 weeks after it blew up (from 18 Sep 2026, the blow-up date).

  • 2 weeks · 2 Oct 2026 · passed before launch, no It Blew Up check-in
  • 6 weeks · 30 Oct 2026 · scheduled
  • 12 weeks · 11 Dec 2026 · scheduled

🔁 Check-in history

From published reports (pre-launch backfill). It Blew Up hasn't run its own check-in on this business yet.

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