Warburtons Crumpets, a viral sensation on TikTok, have officially launched on shelves at Coles supermarkets nationwide as of November 3. The British staple, known for its 300 holes that soak up toppings, is now available in Australia after a successful trial earlier this year.
Google Trends data shows a 15% year-on-year increase in crumpet searches in Australia, fueled by TikTok trends like crumpet pizzas and cinnamon crumpet scrolls. The crumpet's resurgence is also seen in high-end venues, with chefs from Ottolenghi to Claridges incorporating them into dishes.
Jonathan Warburton, Chairman of Warburtons, expressed excitement about bringing the product to Australian households. “We know Australians will fall in love with the unique texture of our fluffy crumpets and enjoy discovering their favourite toppings,” he said.
Warburtons sells over 700 million crumpets annually worldwide. The six-pack is priced at $5 at Coles. The company also offers recipes online, including Crumpet Creme Brulee and a Veggie Breakfast Crumpet.
