Insomnia Cookies is upgrading six of its popular cookie varieties by replacing smaller chips with larger chunks, approximately three times their former size, without increasing prices. This change is expected to enhance the chocolate melting experience for customers. The rollout begins today across Insomnia Cookies bakeries and digital ordering platforms in the United States, Canada, and the United Kingdom, with full availability anticipated by October 1.
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The upgraded cookies include:
- Cookies 'N Cream
- Confetti Deluxe
- Chocolate Chunk Brownie
- White Chocolate Chunk Macadamia
- Peanut Butter Chunk
- Peanut Butter Cup Deluxe
These changes aim to create bigger pockets of molten chocolate, resulting in a richer flavor while maintaining the same proportions of ingredients. Insomnia Cookies has invested six months into recipe development and testing, which included consumer feedback through their Tasting Tuesdays program. Feedback confirmed that larger chunks enhance the overall chocolate experience.
According to Jessica Murgittroyd, Cookievation consultant for Insomnia Cookies, the objective was to deliver a cookie that has more impactful chocolate without altering the core offerings that customers enjoy. Insomnia went through rigorous recipe adjustments and operational testing to ensure a seamless transition to the new chunk format.
More than 1.75 million chunk cookies have been purchased since their introduction in 2023, indicating positive reception among customers. Insomnia Cookies, founded in 2003 by Seth Berkowitz, has grown to over 360 locations nationwide and continues to expand its late-night bakery concept.