Insomnia Cookies upgrades six cookies

Insomnia Cookies is replacing chips with larger chocolate chunks in six of its cookie varieties at no extra cost.

Insomnia Cookies is upgrading six of its cookie varieties by replacing standard chips with chocolate chunks approximately three times larger. The change, which began rolling out today, comes at no additional cost to customers, according to a company announcement.

The bakery is implementing the switch across its bakeries and digital ordering channels in the United States, Canada, and the United Kingdom. Availability will vary by location and platform during the transition, with the full rollout expected to be finished by October 1.

The Upgraded Lineup

The six cookies receiving the chunk upgrade are Cookies ’N Cream, Confetti Deluxe, Chocolate Chunk Brownie, White Chocolate Chunk Macadamia, Peanut Butter Chunk, and Peanut Butter Cup Deluxe. The new chunks are made from semisweet chocolate, real white chocolate, and substantial peanut butter pieces.

Jessica Murgittroyd, Cookievation consultant for Insomnia Cookies, stated the goal was to give the chocolate more impact. "A warm cookie deserves big, melty pockets of chocolate, and that’s exactly what the chunks deliver," Murgittroyd said. "They make the cookies more indulgent and craveable without changing what guests already love about Insomnia."

Development and Testing

The recipe development began in November 2025. Over approximately six months, the culinary team completed multiple rounds of recipe development, operational testing, and consumer evaluation.

Through the brand's Tasting Tuesdays program, guests sampled cookies made with the old chips alongside versions made with the new chunks. Their feedback indicated that the larger chunks delivered a more indulgent, chocolate-forward experience, validating the team's findings.

The chunks replace the former chips one-to-one by weight, creating bigger pockets of melt that stay gooier longer after baking. Certain recipes received minor formulation adjustments to accommodate the larger inclusions, but bake times and temperatures remain unchanged.

Consumer Demand and Brand Evolution

The move is grounded in customer behavior. Chocolate Chunk is already Insomnia’s top-selling cookie. Since 2023, more than 1.75 million customers have included a chunk cookie in their first identifiable purchase from the brand.

Insomnia Cookies indicates this upgrade is the first part of a broader evolution for the brand, with more announcements planned in the coming months regarding the warm-cookie experience. Customers can check availability and order through InsomniaCookies.com, the Insomnia Cookies app, or at a local bakery.

For businesses tracking popular menu items and consumer trends, reviewing our stats on dessert sales can provide useful context. Restaurant operators considering a similar menu refresh might find inspiration in our gallery of successful fixtures and layouts.

Source: QSR Magazine