Second Nature Brands acquires Voortman brand

BACK TO ALL NEWS

Second Nature Brands acquires Voortman brand

22 Oct 2024

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

MADISON HEIGHTS, MI — Second Nature Brands, a portfolio company of CapVest Partners, announced a definitive agreement to acquire Voortman from The J.M. Smucker Co.

The transaction includes all Voortman trademarks and use of The J.M. Smucker Co.’s leased manufacturing facility in Burlington, Ontario, Canada. 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, president and CEO of The J.M. Smucker Co. “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 acquisition of Voortman broadens our scale within the cookie category and unlocks new opportunities and capabilities for future growth in the US and Canada.” — Victor Mehren | CEO | Second Nature Brands

The acquisition adds significant size and scale to Second Nature Brands’ lineup, which includes Brownie Brittle, Sahale Snacks, Kar’s Nuts and Sanders.

“We are excited to welcome the Voortman brand and team to the Second Nature Brands family,” said Victor Mehren, CEO of Second Nature Brands. “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.”

The all-cash transaction is valued at approximately $305 million and is expected to close in the third quarter of The J.M. Smucker Co.’s current fiscal year, which ends April 30, 2025.

Advertisement

BACK TO ALL NEWS