That's right. Last Crumb Cookies are the latest product in the "premiumisation" trend, and people are quite literally eating them up.

Well, according to Forbes, it's a retail megatrend and strategic move by consumer brands to elevate product offerings and charge higher prices.

Let's use Dyson as an example. Do I want to pay $899 for a fancy hair dryer? F*** no.

Does anyone else offer a product with such remarkable craftsmanship and capabilities? Also, no.

So, do I have a Dyson AirWrap? ALSO NO. Girl, be for real.

But if you're looking for the very best, the Dyson AirWrap's your only option, putting them in a league of their own.

First of all, we're not talking about just any cookies. We're talking about Last Crumb Cookies. Learn the difference!

Last Crumb Cookies is a rebellious cookie brand founded on the idea that cookies should be crafted with the same zeal as fine wine. Not only that, but they believe cookies can be a luxury status symbol.

Crafted over a 3-day process and supposedly worthy of a Michelin Star, these cookies claim to be so good, your own grandmother will disown you.

And they're so good that the company does over $10 million in revenue.

$10 MILLION ON SOME COOKIES.

It comes down to their genius marketing strategy, which is made up of four main pillars:

Hype. Exclusivity. Branding. Positioning.

Let's unpack these a little.

The brand generates hype by sending packages to influencers to create hype around their product. Nothing groundbreaking. However, Last Crumb has tailored their unboxing experience to be sharable, thus increasing their virality.

Search up Last Crumb on TikTok, and you'll see thousands of UGC videos of people excitedly ripping into their purchase.

The most viewed? Riverdale's Lili Reinhart doing an ASMR-style unboxing. "I got sent a PR box of cookies," she whispers. And she's not the only one featuring Last Crumb cookies in her content. There are tons of other creators who have done the same.

The brand has 84 unique flavours of cookies, but many are yet to be released. Harnessing the power of limited drops is something we've seen countless times in fashion and streetwear. And Last Crumb has adopted this model, claiming it's due to the hype and demand for their product.

However, you can't deny that FOMO is one hell of a drug, and it's an even better marketing ploy. In their first year, the brand amassed a waitlist of tens of thousands as each drop sold out in seconds, confirmed CEO Matthew Jung.