Hostess enters sugar-free cookie category with Voortman acquisition

Hostess enters sugar-free cookie category with Voortman acquisition
Courtesy of Voortman

Hostess Brands is acquiring Voortman, the number-one player in crème wafers and sugar free cookies, from Swander Pace Capital for $320 million.

The deal allows Hostess, best known for its Twinkie brand, to enter the wafer and sugar-free cookie categories and diversify its offering to meet consumer demand for better-for-you confectionery and snacks.

“This acquisition fits well into our long-term growth strategy and we are confident that Voortman will be a great addition to our existing sweet baked goods snacking and breakfast portfolio,” said Andy Callahan, President and CEO of Hostess.

He added that the deal will “create significant value for all our shareholders” and provides a “meaningful runway for future growth”.