J.M. Smucker to Sell Voortman Cookie Brand for $305 Million
J.M. Smucker has announced that it will be selling its Voortman cookie brand to Second Nature Brands, a U.S. maker of premium snacks, for $305 million in cash. The transaction also includes the company’s leased manufacturing facility in Burlington, Ontario, with approximately 300 employees transitioning with the business. The deal is expected to close in the third quarter of Smucker’s fiscal year ending April 30.
Mark Smucker, CEO of Smucker, stated, “This decision reflects our continued commitment to portfolio and resource optimization to focus on our largest growth opportunities as a Company.” He added that the divestiture is a crucial step in their integration plans and will allow the company to concentrate on its Sweet Baked Snacks strategy, particularly highlighted by Hostess.
Smucker has forecasted full-year net sales for Voortman to be around $150 million for fiscal year 2025. Voortman, known for its premium wafers and specialty cookies, was acquired by Smucker as part of their acquisition of Hostess Brands in 2023.
Second Nature Brands, who previously acquired Sahale Snacks in 2023, has now made a deal with Smucker to acquire the Voortman brand. This move is part of Smucker’s strategy to focus on core brands such as Uncrustables, Hostess, and Cafe Bustelo. The company has been actively reshaping its portfolio, including selling Sahale Snacks and various pet food offerings.