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If you’re someone whose sweet tooth kicks into high gear late at night, a new business in South Bethlehem is looking forward to serving you.

Insomnia Cookies–which is so named because of its late night hours–opened its first Lehigh Valley location at 606 E. Third Street Tuesday afternoon. Located in the Six 10 Flats building, the store will be open for pickup Sunday from noon to 1 a.m., Monday through Wednesday from 11 a.m. to 1 a.m., Thursday and Friday from 11 a.m. to 3 a.m. and Saturday from noon to 3 a.m. Delivery hours are similar.

Insomnia Cookies was founded in 2003 in Philadelphia by two students at the University of Pennsylvania who wanted to enjoy cookies late at night. According to a sign in the new store, CEO Seth Berkowitz had a “desire of doing late-night food right.”

The company has stayed true to its collegiate roots and continues to open many new stores close to campuses. The new Bethlehem location–where a line of hungry people waited to enter just before 4 o’clock–is located just a few blocks from the Lehigh University campus and is across the street from Northampton Community College’s Fowler Family South Side Center.

Insomnia Cookies currently has over 300 locations, including stores in Canada and Great Britain.

The Insomnia Cookies menu features both Classic and Deluxe cookies–which are larger–at different price points. Cookies can be purchased individually or in boxes.

A menu screen identifies various Insomnia cookie flavors. Cookies are available in Classic (smaller) and Deluxe (larger) sizes.

Current classic flavors include Chocolate Chunk, Snickerdoodle, Sugar, Peanut Butter Chip and Oatmeal Raisin. Current deluxe flavors include S’mores, Confetti, Salted Caramel and Chocolate Peanut Butter Cup plus Chocolate Chip Brownie, Chocolate Chunk Brookie and Chocolate Chunk Blondie. Current limited time flavors include Peach Cobbler Filled Classic, Firecracker Classic with M&M’s and Apple Pie Filled Classic. Vegan and gluten-free cookie options are also available, along with freshly-made cookie ice cream sandwiches and other ice cream-meets-cookie concoctions.

Online ordering is available and Insomnia Cookies also offers a rewards program. For more information, and to view the complete menu, visit InsomniaCookies.com.