NEW YORK — Cookie and wafer company Voortman Bakery may soon be on the market. The J.M. Smucker Co., Voortman’s parent company, is working with Goldman Sachs to gauge interest from potential buyers in a deal that could value the brand at more than $350 million.
Smucker acquired Voortman as part of its $5.6 billion purchase of Hostess Brands in November 2023. In addition to Voortman, the transaction included Hostess sweet goods brands including Donettes, Twinkies, CupCakes, DingDongs, Zingers, CoffeeCakes, HoHos, Mini Muffins, and Fruit Pies; manufacturing facilities in Emporia, KS; Burlington, Ontario; Chicago; Columbus, GA; Indianapolis; and Arkadelphia, AR; and a distribution facility in Edgerton, KS.
“We are excited to formally welcome Hostess Brands and for the tremendous opportunity we have with the combined capabilities our businesses offer,” said Mark Smucker, board chair, president and CEO of The J.M. Smucker Co., of the acquisition.
After that deal was finalized, Smucker formed the Sweet Baked Snacks business unit to house Voortman and other Hostess brands. The company tapped Dan O’Leary, former chief growth officer of Hostess, to become senior VP of Sweet Baked Snacks and Pet.
Company representatives have not commented, citing confidentiality.
