Insomnia Cookies Plots Global Bakery Expansion as Verlinvest and Mistral Take Over Krispy Kreme Stake

Late-night bakery chain Insomnia Cookies is gearing up for global expansion as Verlinvest and Mistral Equity Partners increase their stake in the business, acquiring shares previously held by Krispy Kreme.

The transaction marks a new chapter in Insomnia’s growth, underpinned by strong financials and double-digit annual revenue growth. With a goal to reach 1,800 bakery locations worldwide over the next decade, the company is focused on scaling both its physical footprint and digital capabilities.

Founded over 20 years ago, Insomnia Cookies has built a loyal following with its warm cookies delivered late into the night, combining indulgent products with a tech-savvy, omni-channel retail strategy.

“We’re excited to enter this next phase with Verlinvest and Mistral,” said Seth Berkowitz, CEO and Founder. “Together, we share a vision to make Insomnia the global leader in indulgence.”

The investor group praised the brand’s unique market position. “Insomnia has all the ingredients to become an international icon: a visionary founder, a cult-like customer base, and digital convenience baked in,” said Clément Pointillart, Managing Director at Verlinvest. Andrew Heyer of Mistral Equity Partners added: “We’re thrilled to deepen our investment in a brand that brings joy one cookie at a time.”