WINSTON-SALEM, N.C. — Through its Krispy Kreme Doughnuts business, JAB Holding, Luxembourg, is acquiring Insomnia Cookies, New York. Terms of the transaction were not disclosed.
Insomnia Cookies delivers food to consumers. The company features a menu that includes such indulgent products as cookies, ice cream and combinations of the two. The business initially featured stores near colleges with the focus on delivering cookies to students. Since its founding in 2003, the company has expanded to include more than 100 locations.
“At Krispy Kreme, we have an 81-year heritage of creating the most awesome donut experience imaginable, and today we are delighted to add Insomnia Cookies, a rapidly growing business with an innovative delivery experience and exceptional product that is beloved by consumers,” said Mike Tattersfield, chief executive officer of Krispy Kreme Doughnuts.
Insomnia Cookies will operate as a standalone company from Krispy Kreme, Mr. Tattersfield said.
“Mike and I share the same ambition for our brands: To be the best at what we do and delight consumers with the highest quality sweet treat experiences,” said Seth Berkowitz, founder of Insomnia Cookies. “My team and I are confident that this shared vision makes Krispy Kreme the ideal partner to support Insomnia through our next phase of growth. We are thrilled to be joining the Krispy Kreme family.”
JAB Holding has been aggressive in its pursuit of bakery-related food service concepts. In addition to Krispy Kreme, the company owns Panera Bread, Noah’s Bagels, Einstein Bros Bagels and Bruegger’s Bagels.
The transaction is expected to close during the fourth quarter of calendar 2018.