About Us

Crumble Charms is an Australian chocolate brand creating premium gluten-free and plant-based treats designed for everyday joy.

We make nostalgic sweets — wagon wheels, chocolate bars, cookies and gift boxes — reimagined with better ingredients, thoughtful formulation and a deep respect for taste and texture. Think tim-tams, wagon wheels, and cherry ripes if they went to therapy, cleaned up
their ingredients, and got a hot rebrand.

Because indulgence should feel joyful, not complicated.
Joyful. Honest. Unhinged, but charming.

No five-year plan. Just feelings and frosting.

Crumble Charms began in a Sydney home kitchen in 2015. At the time, our founder Anastasia was working in marketing and searching for something more meaningful. Baking became the one thing that made sense when nothing else did.

What started as homemade granola grew into baking mixes, then ready-made treats, then wholesale orders… and eventually a full chocolate factory and national distribution across Australia.

The journey moved from:

• Home kitchen
• Small café and shop
• Contract manufacturing
• National wholesale distribution
• Launching Crumble Charms in 2024

Today our products are stocked by cafés and retailers across Australia and hipped directly to customers nationwide and internationally.

What hasn’t changed is the intention behind every product: creating treats that bring comfort, joy and connection.

Why Crumble Charms exists

The snack world is full of extremes.

On one side: ultra-processed sweets with long ingredient lists and little care.

On the other: “healthy treats” that feel like a compromise.

Crumble Charms was created to sit in the middle — the sweet spot.

We believe you shouldn’t have to choose between:

• Taste and ingredients
• Indulgence and balance
• Nostalgia and modern values.

So we make chocolate treats that honour both. Real chocolate. Thoughtful ingredients. No compromise on flavour or texture.

Crumble chocolate packages in various flavours on grass

Today at Crumble Charms

Today, Crumble Charms creates gluten-free and vegan chocolate treats made in Sydney and shipped across Australia. Our range includes wagon wheels, chocolate bars, cookies and gift boxes designed for everyday enjoyment. We believe chocolate should feel joyful, nostalgic and beautifully made — and accessible to everyone.

Bestselling Treats

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Click the arrows below to expand each year.

Through the years.......

2016

dates in the blender, biscuits in the oven, granola in a jar....and the sparkle of a thought that "maybe I could start a business"

2017

  • the spark catches and 'Naked Bakery' opens for business. 
  • menu items include custom birthday cakes, raw cheesecakes, and raw slices

2018

  • orders grew and grew....and outgrew the home kitchen
  • signed a lease to build out a tiny commercial kitchen in a local arcade - 80sqm
  • hired our first employee 
  • started selling to more wholesale accounts 

2019

  • received ‘the call’ from a huge NSW distributor asking if I could make them an ongoing range of baked vegan sweets....
  • answered the only way I know how to…YES!
  • took over the little bookshop next door to make some storage space!
  • hired another person 
  • expanded by selling to more stores throughout Sydney

2020

  • made a pivotal decision to build a larger commercial kitchen 
  • moved to our first HACCP approved food factory
  • purchased our first 60L mixer and an industrial oven

2021

  • purchased our first chocolate enrobing machine
  • continued supplying cafe's around NSW and expanded into QLD and VIC 
  • product line consists of cookies, chocolate wheels, chocolate bars, muffins, whoopie pies, cakes

2022

  • got picked up for a Woolworths & Coles contract 
  • decided to take over the neighbours lease again and combine two factories
  • purchased a bigger chocolate enrobing machine with a cooling tunnel
  • narrowed our focus on top selling product lines - chocolate bars and wheels

2023

  • hired two more people 
  • decided to terminate the supermarket contract after reviewing how horribly non-existent our margins were and how little time we had to focus on our brand
  • realized how grateful I was for attorneys
  • decided I needed to re-brand and start supplying our own brand
  • streamlined product line to handle production 

2024

  • rebranded into 'Crumble Charms'
  • released bars and crumble pops
  • picked up by a distributor in each state
  • picked up by a national distributor
  • new customers include independent health food stores while continuing working with cafes
  • our Raspberry Love Wheel became a finalist in the '2024 Nourish Awards’