Second Nature Brands, a portfolio of premium and better-for-you snacks and treats brands, has entered into a definitive agreement to acquire the Voortman cookie brand from The J.M. Smucker Co.
Voortman is a manufacturer and marketer of growing, category-leading zero sugar cookies and wafer cookies, sold across the US and Canada under the Voortman Bakery brand. The transaction includes all Voortman trademarks and its leased manufacturing facility in Burlington, Ontario, Canada. In addition, approximately 300 employees will transition with the business.
A portfolio company of CapVest Partners LLP, Second Nature Brands is headquartered in Michigan and owns a growing portfolio of brands including Kar’s Nuts, Second Nature Snacks, Sahale Snacks, Sanders, and Brownie Brittle.
With now combined annual sales over $500 million, Second Nature Brands’ acquisition of Voortman adds significant size and scale to its portfolio.
Victor Mehren, CEO of Second Nature Brands, said: “We are excited to welcome the Voortman® brand and team to the Second Nature Brands family. This strategic and transformative acquisition fits perfectly into our better snacking and treating portfolio of brands. The acquisition of Voortman® broadens our scale within the cookie category and unlocks new opportunities and capabilities for future growth in the US and Canada.”