Krispy Kreme is planning to launch New-York-based Insomnia Cookies in the UK, which offers a wide variety of warm cookies, brownies, with sides of icing and ice cream for dipping, plus ice cream cookie sandwiches.
The bakery group acquired Insomnia Cookies in 2018, which then has 135 sites, and now operates 231 outlets.The aim is to rollout 100 new openings per year.
CEO Mike Tattersfield said, during Krispy Kreme's Q4 and full-year earnings call, that the group believed Insomnia Cookies will be the next Krispy Kreme.
The chain was founded in 2003 by Seth Berkowitz, a student at the University of Pennsylvania, and was named Insomnia as outlets stay open until 3am. Typically based near college campuses, the sites cater to a host of students who are pulling all-nighters.
There are 23 cookie flavours including Chocolate Peanut Butter Cup, White Chocolate Macadamia, Vegan Red Velvet Cookies N Cream and Double Chocolate Mint.