In a sweet twist for treat lovers, Insomnia Cookies is celebrating National Cookie Day with a special limited-time offer: the first 100 Rewards members at each U.S. bakery location will score a free Snowball Classic cookie on December 4, 2025. That’s not all — one lucky fan per store could unwrap a purple-buttercream version of that cookie and win free warm cookies for an entire year.
Milestone growth fuels big holiday plans
This year marks a major milestone for Insomnia Cookies. The chain recently opened its 350th bakery worldwide, a landmark that underscores its rapid expansion across the U.S., Canada, and the U.K. Fueled by a record number of openings in the final quarter of 2025, including 25 new locations, the brand this year added 55 bakeries in total. Insomnia now eyes even more aggressive growth: over 75 new stores are expected in 2026 as part of a long-term push toward 1,800 locations globally.
What’s on the holiday menu — and how the giveaway works
The Snowball Classic cookie launching on December 4 is a winter-inspired sugar cookie filled with vanilla buttercream, topped with powdered sugar and edible glitter — meant to evoke fresh snow. On National Cookie Day, Insomnia Rewards members who arrive early at participating U.S. bakeries can each receive one free Snowball Classic while supplies last.
Inside one of these cookies per store is a hidden pop of purple buttercream. The lucky customer who finds it wins free warm cookies for a full year. To claim the prize, winners must photograph the purple cookie with their purchase receipt and scan an in-store QR code by 3 a.m. PST on December 6. Winners will be notified within seven business days.
New flavors join seasonal lineup
Beyond the special Snowball Classic, Insomnia also rolled out holiday-themed cookies for the 2025 season. These include:
- Holiday Munchie Mix — a brown sugar cookie with chocolate-covered pretzels, chocolate chunks, marshmallows, and festive red & green candies.
- Salted Maple — a maple-infused brown sugar cookie with white crème and caramel chips, finished with flaky salt.
- Jinglebread — a warm gingerbread cookie sprinkled with sugar crystals.
More seasonal sweets, including a peppermint-packed Cookie Cane Classic, are set to debut in early December.
Expansion isn’t just about cookies — it’s about presence and accessibility
The bakery chain’s rapid growth isn’t limited to new storefronts. Insomnia is expanding into new channels to reach customers where they are. The brand recently secured a concession spot at Madison Square Garden, making it the “Official Cookie” of New York Knicks. That partnership brings Insomnia’s warm treats to live events and game nights, alongside its continued expansion into airports, arena concessions, and high-traffic urban areas.
The brand’s success has also been boosted by strong performance on the business end. Private equity firms Verlinvest and Mistral Equity Partners — current owners of Insomnia — recently bought out the remaining minority stake held by Krispy Kreme for $75 million. That move, following the sale of the majority stake last year, positions the chain for even more aggressive growth and investments across product development, storefront expansion, and enhanced delivery capabilities.
Why 2025 could be a turning point for late-night indulgence
With three major developments aligned — a massive store-opening push, branded sports and entertainment partnerships, and a bold holiday campaign — Insomnia Cookies is redefining what a cookie business can be.
The Snowball Classic promotion and cookie-for-a-year sweepstakes aren’t just marketing stunts; they reflect the brand’s deepening commitment to community, loyalty, and creating memorable experiences around indulgence. Meanwhile, the surge in store openings, especially in previously untapped markets, shows that late-night cookie cravings are no longer limited to college campuses or big cities.
For fans of warm cookies after midnight, the cookie crisis just got a lot sweeter.
What you should know if you want in: Be among one of the first 100 Insomnia Rewards members to visit your local U.S. bakery on December 4 for a free Snowball Classic. Keep the receipt and, if you find the purple-filled cookie, follow the QR instructions — you might be eating cookies for a year.
Got a favorite Insomnia flavor or location? Let us know in the comments — and stay tuned for more updates on the next wave of new stores and seasonal cookies.