Insomnia Cookies has expanded its lineup with new Deluxe cookies, including flavors like Double Chocolate Cookie Dough and Loaded Cookie Butter.

While still positioned as indulgent desserts, these cookies deliver up to 6–7g of protein per serving and significantly higher calorie counts—typically landing in the 300–400+ calorie range per cookie depending on flavor.

These are larger, thicker cookies designed to feel more like a full dessert rather than a snack.

Even traditional dessert brands are starting to acknowledge macro awareness, even if they’re not going fully into “protein product” territory.

Consumers are increasingly looking at:

Even when buying indulgent foods.

The line between:

Is continuing to blur. Brands like Insomnia don’t need to go fully “fitness”—they just need to move slightly in that direction to stay relevant.