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J.M. Smucker has announced that it will be selling its Voortman cookie brand to Second Nature Brands for $305 million in cash. The transaction will also include the company’s leased manufacturing facility in Burlington, Ontario, with approximately 300 employees transitioning to the new owner. The deal is expected to close in the third quarter of Smucker’s fiscal year.
Mark Smucker, CEO of Smucker, stated that the decision to sell Voortman reflects the company’s commitment to portfolio optimization and focusing on its largest growth opportunities. This divestiture is seen as an important step in their integration plans and will allow them to concentrate on their Sweet Baked Snacks strategy, particularly with Hostess.
Smucker has forecasted full-year net sales for Voortman to be around $150 million for fiscal year 2025. The Voortman brand was acquired by Smucker as part of its purchase of Hostess Brands in 2023.
This deal with Second Nature Brands is the second collaboration between the two companies, with Second Nature previously acquiring Sahale Snacks for $34 million. Smucker has been making changes to its portfolio to drive growth and focus on core brands like Uncrustables, Hostess, and Cafe Bustelo. These changes include selling condiment brands to TreeHouse Foods and pet food offerings to Post Holdings.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
