Second Nature Brands Acquires Voortman From Smucker

Oct. 22, 2024

The better-for-you snack holding company paid $305 million for the former Hostess property.

Second Nature Brands LLC, a portfolio of better-for-you snacks and treats brands, today (Oct. 22) announced it has an agreement to acquire the Voortman cookie brand from J.M. Smucker Co. Price was $305 million in cash.

Smucker inherited the Voortman brand when it bought Hostess Brands one year ago. Smucker has been publicly shopping the brand this year. Voortman is most famous for its wafer cookies, sold across the U.S. and Canada, but it’s also developed zero sugar cookies.

The transaction includes Voortman’s leased manufacturing facility in Burlington, Ontario. Approximately 300 employees will transition with the business.

Second Nature Brands is a portfolio company of CapVest Partners LLP, is headquartered in Michigan and owns a handful of leading brands including Kar's Nuts, a trail mix; Second Nature Snacks, non-GMO-verified premium snack mixes; Sahale Snacks, glazed nut and fruit mixes (which it bought from Smucker in 2023); Sanders, small-batch sea salt caramels; and Brownie Brittle, bought from founder Sheila G. The company will have combined annual sales of more than $500 million.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.