The brand is replacing smaller chips with chunks about three times their size, creating bigger pockets of melt with no price increase
PHILADELPHIA, Aug. 28, 2026 /PRNewswire/ — Insomnia Cookies, the beloved late-night bakery known for serving warm cookies day and late into the night, is officially entering its chunk era. Chocolate Chunk is already Insomnia’s top-selling cookie. Now, six more fan favorites are joining the brand’s chunk lineup.
Media Assets are available here.
Beginning today, the bakery is starting to roll out upgrades to six products, replacing their existing chips with chunks about three times the size of the former chips. The change delivers bigger pockets of melt and a more indulgent bite—all at no extra cost to guests.
The six upgraded products are beginning to roll out across Insomnia Cookies bakeries and digital ordering channels in the United States, Canada and the United Kingdom. Availability will vary by bakery and channel during the transition, with the rollout expected to be complete by Oct. 1.
The newly upgraded lineup includes:
- Cookies ‘N Cream
- Confetti Deluxe
- Chocolate Chunk Brownie
- White Chocolate Chunk Macadamia
- Peanut Butter Chunk
- Peanut Butter Cup Deluxe
THE CHUNK UPGRADE, BY THE NUMBERS
- 6 fan favorites upgraded
- About 3× the size of the former chips
- 6 months of development and testing
- More than 1.75 million first purchases featuring a chunk cookie since 2023
- $0 added to the price
A BIGGER BITE
The chunks replace the former chips one-to-one by weight. Rather than adding more chocolate overall, the larger pieces give the chocolate greater presence, creating bigger pockets of melt that stay gooier longer after baking.
The upgraded lineup features semisweet chocolate chunks, real white chocolate chunks and substantial peanut butter chunks. Certain recipes received minor formulation adjustments to accommodate the larger inclusions, while bake times and temperatures remain unchanged.
“The goal was simple: give the chocolate more impact,” said Jessica Murgittroyd, Cookievation consultant for Insomnia Cookies. “A warm cookie deserves big, melty pockets of chocolate, and that’s exactly what the chunks deliver. They make the cookies more indulgent and craveable without changing what guests already love about Insomnia.”
SIX MONTHS OF TESTING. ONE CLEAR WINNER.
Insomnia began developing the upgraded recipes in November 2025. Over approximately six months, the culinary team completed multiple rounds of recipe development, operational testing and consumer evaluation.
Through Insomnia’s Tasting Tuesdays program, guests sampled control cookies made with the former chips alongside versions made with the new chunks. Their feedback validated what the culinary team experienced throughout development: Larger chunks delivered a more indulgent, chocolate-forward experience.
INSOMNIACS HAVE ALREADY CHOSEN CHUNKS
The decision is grounded in years of customer behavior, not simply a desire to rename a few cookies.
Chunks play an important role in introducing new guests to the brand. Since 2023, more than 1.75 million customers have included a chunk cookie in their first identifiable Insomnia purchase.
Consider this the first bite of a bigger evolution. Over the next few months, Insomnia will reveal even more of what’s ahead for the brand—and how it plans to make the warm-cookie experience unmistakably its own.
To check availability and taste the upgrade, visit InsomniaCookies.com, order through the Insomnia Cookies app or stop by a nearby bakery.
ABOUT INSOMNIA COOKIES
Insomnia Cookies is a rapidly expanding late-night bakery concept headquartered in Philadelphia, PA. Founded at the University of Pennsylvania by then-student Seth Berkowitz, Insomnia Cookies has been feeding the insatiable hunger of loyal Insomniacs since 2003. Today, with more than 360 locations nationwide, Insomnia Cookies offers a wide variety of delicious cookies, ice cream, and other sweet treats in-store, for local delivery, and nationwide shipping. Details about Insomnia’s menu, delivery, and nationwide shipping options can be found here (late-night delivery until 1 a.m. or later). To place an order or learn more about Insomnia Cookies, visit www.InsomniaCookies.com. Keep up-to-date on the latest cookie news and grand opening deals by following Insomnia Cookies on Instagram, Facebook, Twitter, and TikTok.
View original content to download multimedia:https://www.prnewswire.com/news-releases/insomnia-cookies-says-hello-to-chunks-as-six-fan-favorite-cookies-get-a-bigger-meltier-upgrade-302862900.html
SOURCE Insomnia Cookies
