J.M. Smucker sells Ontario-based Voortman brand to U.S. company

J.M. Smucker Co. is selling the Burlington, Ont.-headquartered Voortman cookie brand to Second Nature Brands for around US$305 million.

The transaction includes all of Voortman trademarks and the company’s leased manufacturing facility in Burlington. Some 300 employees will transition with the business.

Second Nature Brands is a U.S.-based creator of premium snacks and treats controlled by CapVest Partners LLP.

The deal is expected to close in the third quarter of J.M. Smucker’s fiscal 2025, ending April 30.

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"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 CEO, in a release. "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."

J.M. Smucker purchased Hostess Brands, Inc. last September in a US$5.6 billion deal.