J.M. Smucker to Sell Cookie Brand for $305M

The transaction includes all Voortman® trademarks and the Company's leased manufacturing facility in Burlington, Ontario, Canada. In addition, approximately 300 employees will transition with the business.

Kristen Kazarian, Managing Editor

October 22, 2024

2 Min Read
Smucker will focus on continued progress on the integration of Hostess Brands.
Smucker will focus on continued progress on the integration of Hostess Brands, which it acquired in November 2023.Yoyochow23/iStock/Getty Images Plus via Getty Images

The J.M. Smucker Co. has entered into a definitive agreement to sell its Voortman cookie brand to Second Nature Brands for $305 million.

Second Nature is a US-based manufacturer of premium snacks and treats including Kars, Sanders, Second Nature, Brownie Brittle, and Sahale Snacks. In April 2022, UK-based private equity company CapVest Ltd acquired Second Nature Brands.

The decision of the divesture reflects J.M. Smucker's continued commitment to optimize its portfolio and reallocate resources to its core growth brands.

The transaction includes all Voortman trademarks and the company's leased manufacturing facility in Burlington, Ontario, Can. In addition, approximately 300 employees will transition with the business.

"This decision reflects our continued commitment to portfolio and resource optimization to focus on our largest growth opportunities as a company," said Mark Smucker, chair of the Board, president and chief executive officer. "The divestiture of the Voortman brand is an important step in our integration plans that will enable the execution of our Sweet Baked Snacks strategy through dedicated focus and ongoing investments in the Hostess brand, advancing our leadership in the sweet baked goods category. I want to recognize and thank the many talented teams who have supported this brand."

The company also confirmed continued progress on the integration of Hostess Brands, including the successful completion of systems integration earlier this month, and that it remains on track to achieve expected synergies of $100 million by the end of fiscal year 2026.

Smucker acquired Hostess Brands, which included Voortman Bakery products, in November 2023 for approximately $5.6 billion. With the sale also came many other popular sweet treat brands like Twinkies, Donettes, HoHos, Ding Dongs, Snoballs, Zingers, and more.

The Voortman brand alone generated net sales of approximately $65 million for the Smucker's fiscal year ended April 30, 2024, which represents a partial year of net sales reported in its Sweet Baked Snacks segment results following its acquisition on November 7, 2023. For fiscal year 2025, the company anticipates full-year net sales from the Voortman brand to be approximately $150 million.

The transaction is expected to close in the third quarter of the Smucker's current fiscal year ending April 30, 2025.

About the Author

Kristen Kazarian

Managing Editor

Kristen Kazarian has been a writer and editor for more than three decades. She has worked at several consumer magazines and B2B publications in the fields of food and beverage, packaging, processing, women's interest, local news, health and nutrition, fashion and beauty, automotive, and IT.

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