Insomnia Cookies launches next phase of growth alongside Verlinvest and Mistral Equity Partners

The innovative, late-night bakery is poised for accelerated global expansion alongside investor group

PHILADELPHIA, June 10, 2025 /PRNewswire/ -- Today, Insomnia Cookies, the beloved late-night bakery brand disrupting the indulgence category for over two decades, announced a significant milestone in its growth journey. Verlinvest and Mistral Equity Partners have increased their investment in the company and will acquire Krispy Kreme's stake, further strengthening their commitment to Insomnia Cookies' future.

This transaction represents a pivotal moment in accelerating Insomnia's trajectory. Backed by an industry-leading economic model, a passionate cult-like brand following, and a powerful omni-channel strategy, Insomnia is delivering sustained, ambitious growth—achieving double-digit annual revenue increases and robust profit expansion through both organic growth and new bakery openings.

With this exceptional performance and this deepened partnership with Verlinvest and Mistral Equity Partners, the brand is now on track to scale to 1,800 bakeries globally over the next decade.

"We're excited for this next phase of growth with Verlinvest and Mistral Equity Partners," said Seth Berkowitz, CEO and Founder of Insomnia Cookies. "We're united by a shared vision: to establish Insomnia as the undisputed leader in the indulgence category. With this support, we're poised to rapidly scale and deliver more warm, delicious cookies to Insomniacs around the world."

"We believe Insomnia Cookies has all the ingredients to become a global icon in quality indulgence: a visionary founder, a cult-like following, and a clear edge in digital convenience," said Clément Pointillart, Managing Director at Verlinvest. "We're proud to deepen our commitment to Seth and the team as we help take Insomnia across the globe."

"We are thrilled to deepen our investment in a brand that brings joy to customers one cookie at a time. Insomnia's world class logistics and distribution platform, high-quality products, and passionate customers have reinforced our confidence in their continued growth and success," said Andrew Heyer, Managing Director at Mistral.

To further support its global growth ambitions, Insomnia Cookies has strengthened its executive leadership team with a trio of seasoned leaders:

• Brent Chu, Chief Financial Officer – With an extensive background in consumer goods and retail finance from companies such as PepsiCo, Ferrara Candy Company, and La Colombe, Chu is spearheading Insomnia's financial growth strategy.
• Katie Seawell, Chief Marketing Officer – A marketing executive with vast experience at top CPG and retail brands such as Starbucks, Seawell leads brand strategy, customer experience, and go-to-market initiatives as Insomnia enters new markets.
• Stephanie Boughner, Chief People Officer – Boughner brings deep expertise in talent development and organizational culture from her experience at Curio Wellness, Aramark, and Talent Solutions TAPFIN, focusing on building a strong foundation for long-term success.

With strong financial performance, a loyal customer base, and growing demand for its crave-worthy offerings, Insomnia Cookies is poised to continue pushing the boundaries of indulgent innovation.

About Insomnia Cookies
Insomnia Cookies is a category-disrupting late-night bakery brand. Founded in 2003 by then-student Seth Berkowitz at the University of Pennsylvania, the company began near college campuses and has since grown to nearly 350 locations across the U.S., Canada, and the U.K. Known for its cult-like following and omni-channel model, Insomnia is engineered to deliver warm, delicious cookies anytime, anywhere—and plans to open 1,800 locations globally over the next decade. Insomnia Cookies and its ice cream offerings are available in-store, for local delivery, and via nationwide shipping. For menu updates, delivery options, and more, visit www.InsomniaCookies.com and follow along on Instagram, Facebook, X, and TikTok.

About Verlinvest
Verlinvest is an international, family-backed evergreen investment company. It identifies inflection points in consumer behaviors and partners with the businesses that are driving these consumer revolutions forward while having a positive impact. Established in 1995, with offices in Brussels, London, New York, Mumbai, and Singapore, Verlinvest focuses on the FMCG, health, consumer technology, and lifestyle categories, investing across three strategies: Platform, Growth, and Venture. Its portfolio includes the likes of Oatly, Tony's Chocolonely, K1 Speed, Vita Coco, and Mutti.

About Mistral Equity Partners
Mistral Equity Partners is a New York City-based private equity firm that specializes in the consumer and media sectors and is especially attracted to businesses that are supported by strong demographic trends and fundamental changes in consumer preferences. Mistral invests primarily in North American companies with enterprise values between $100 million and $300 million. Mistral's principals also have invested capital through Haymaker Acquisition Corp. and its successor SPAC entities managed by Mistral CEO Andrew Heyer and Mistral Managing Director Christopher Bradley. Mistral and Haymaker portfolio investments include or have included: Jamba Juice, Lovesac, OneSpaWorld, Biote, ARKO, Vino Volo, and Shearer's Foods.

Media Contact:
Eddie Ravert
610-731-7229
[email protected]

SOURCE Insomnia Cookies