Insomnia Cookies, tbh collaborate on new cookie

The limited-edition cookie is available at all of Insomnia's locations nationwide through May 21 or while supplies last.

Seth Berkowitz and Noah Schnapp. Courtesy of: Insomnia Cookies

Today, Insomnia Cookies, the cult brand known for serving warm cookies all day and late into the night, introduced a new limited-edition cookie—the Banana Crepe Filled Deluxe made with tbh. The late-night bakery's latest innovation is in collaboration with tbh (To Be Honest), a hazelnut spread co-founded by Stranger Things actor Noah Schnapp.

Made with banana-flavored deluxe dough mixed with chocolate chunks and filled with tbh hazelnut spread, the Banana Crepe Filled Deluxe made with tbh is sure to conjure feelings of nostalgia for a favorite childhood treat. tbh has a rich chocolate hazelnut flavor with 50% less sugar, 3x the protein of competing brands, and no palm oil.

There's nothing strange about this pairing. Insomnia and tbh were both founded by University of Pennsylvania student entrepreneurs to satisfy the cravings of fellow sweets lovers. Seth Berkowitz started Insomnia Cookies in 2003 when he was a student seeking to indulge his sweet tooth during late-night gaming sessions. Fast forward 20 years to 2023, when now Noah is a student reimagining snacking in a way that is delicious, better for you, and better for the planet.

To celebrate the partnership, Noah has hand-selected his favorite Insomnia cookies to curate tbh Packs that are also available in stores and through nationwide shipping. The packs include Classic cookie flavors like Chocolate Chunk, M&M's, Double Chocolate Chunk, and Peanut Butter Chip, plus Deluxe treats like a Chocolate Chip brownie, S'mores and Salted Caramel cookies, and the limited-edition Banana Crepe Filled Deluxe made with tbh. The limited-edition cookie and curated tbh Packs are available at all of Insomnia's 235+ locations nationwide, for local delivery, and via nationwide shipping now through May 21 (or while supplies last).

"I couldn't be more thrilled to partner with tbh to deliver our latest warm, delicious creation to Insomniacs," said Seth Berkowitz, founder and CEO of Insomnia Cookies. "Our two brands have a lot in common, both started by University of Pennsylvania students, and prove that when you use your imagination and push boundaries, great products are born."

"I'm so excited to announce this collaboration with Insomnia Cookies, another iconic, crave-worthy brand that was also founded by a University of Pennsylvania alumnus," said Noah Schnapp, co-founder of tbh. "Together, we've created what we're confident will be the snacking world's newest obsession, offering our fans the perfect combination of deliciousness and convenience, consciously."

Noah is an accomplished young actor and entrepreneur with a massive following on social media. He has more than 27 million Instagram followers and 32 million TikTok followers, making him one of the most influential members of Gen Z. Best known for his role as Will Byers in the hit Netflix series Stranger Things, Noah has also made appearances in other TV shows and films. In addition to his acting career, Noah co-founded tbh, and has worked tirelessly with his co-founders, Elena Guberman and Umana Venture Studio, led by Ba Minuzzi, to create a product that is sustainably sourced.

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This webinar will examine variables factoring into nutritionally improved candy sales, including ingredients, label claims, and alternative sugars. Better-for-you options remain top of mind for consumers who are searching for indulgences, but in a healthier format.