Verlinvest partners with Insomnia Cookies

Partnership will enable the brand to accelerate U.S. and global growth

New York, NY – July 23, 2024 – Verlinvest, a global, consumer-focused, evergreen investment company, today announced that they have acquired an interest in Insomnia Cookies from Krispy Kreme, Inc. (NASDAQ: DNUT) in partnership with Mistral Equity Partners to back its CEO Seth Berkowitz and the company’s team.

Insomnia Cookies, known for serving warm cookies all day and late into the night, was founded in 2003 by Seth Berkowitz. The business was acquired by Krispy Kreme in 2018 and has grown rapidly since, now operating in three countries with nearly 300 bakeries.

Verlinvest has experience growing successful businesses across adjacent sectors both in the U.S. and internationally, including current investments in Tony’s Chocolonely and K1 Speed. Insomnia Cookies will draw upon such experience as part of its broader plans for international growth and broader penetration across the U.S.

Seth Berkowitz, Founder and CEO of Insomnia Cookies said: “We are thrilled to be partnering with Verlinvest as we enter this next phase of growth for Insomnia Cookies. We see a huge runway ahead in the indulgence industry and we’ve only scratched the surface. This partnership with Verlinvest and Mistral will push Insomnia Cookies into new markets and help us to achieve our goal of delivering our delicious cookies and desserts across the globe.”

Clément Pointillart, Managing Director at Verlinvest said: “We are excited to back Seth and the entire Insomnia Cookies team to help grow the global Insomniac community. We see the full potential and opportunity for the business both in the U.S. and internationally given our experience with brands like Tony’s Chocolonely or Oatly. Insomnia Cookies fits squarely into our strategy of backing ambitious businesses and leaders, and we strongly believe that we have the right resources to drive the business to the next level.”

Verlinvest Managing Director Clément Pointillart and Mistral CEO Andy Heyer will be joining Insomnia Cookies’ Board of Directors and Alexander Rosenthal of Verlinvest and Christopher Bradley of Mistral will be joining as Observers. Insomnia Cookies CEO Seth Berkowitz will remain in his current role and as a significant shareholder.

About Verlinvest

Verlinvest is an international, family-backed evergreen investment company. It identifies inflection points in consumer behaviors and partners with founders and brands that are driving these consumer revolutions forward through a positive impact on consumers. Established in 1995, with presence in Brussels, New York, Los Angeles, London, Mumbai, and Singapore, Verlinvest focuses on Food & Beverage, FMCG, health, consumer technology, and lifestyle categories, investing across three strategies: Platform, Growth, and Venture. Its portfolio includes the likes of Vita Coco, Tony’s Chocolonely, K1 Speed, Oatly, Hint and Mutti.

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 nearly 300 locations worldwide, 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 Cookies’ 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, X, and TikTok.