Seeking global expansion, Insomnia cookies, a US warm biscuit brand, has appointed Ben Lacey as its UK Managing Director.

Following a four year career at Deliveroo wher he worked as the company’s  Regional Director, Lacey’s new role will be to head Insomnia cookies in the UK and utilise his prior business knowledge of Manchester, England – a city wher the company plans to open its first UK stores.

During his time at the food delivery giant, Lacey oversaw growth in the north of the UK as well as the south on an interim basis, a role that reportedly gave him overall responsibility for the business outside of London. Insomnia cookies has said that Lacey’s experience will be a “crucial tool” in its UK launch strategy.

“It’s a privilege to be one of the first ‘official’ members of the Insomniac community in the UK and to be coming on board as the brand launches here,” said Lacey.

Lacey also claimed that while he was a graduate student in Boston, Insomnia cookies were his “late-night mainstay”. “It feels like a full-circle moment from first experiencing the product as a consumer to now heading up the Insomnia cookies UK operation.”

Obtaining a wealth of business experience, Lacey also worked at Home Retailer Group – the former parent company of Argos and Habitat. During this time he worked on an Argos location strategy that reportedly led to the brand’s partnership with Sainsbury’s and its subsequent acquisition by the supermarket giant.

Also joining Insomnia cookies UK is Millie Ralston, who has experience withing food and beverage and FMCG spaces. She also has knowledge of creating B2c marketing strategies for a Gen Z audience.

Hoping to take the UK by storm, Insomnia cookies is expected to make announcements on further hires and its ambitions for national expansion, as well as reveal more information on its hiring strategy for both drivers and bakery staff.