Second Nature Brands announces acquisition of Voortman®
In a move that underscores its ambitions in the better-for-you snacking sector, Second Nature Brands has announced the acquisition of Voortman®, a prominent name in the zero-sugar and wafer cookie markets.
The all-cash transaction, finalized with The J.M. Smucker Co., marks another significant step for the Michigan-based portfolio company as it continues to build a diverse collection of premium snack and treat brands.
Voortman®, widely recognized across the U.S. and Canada, brings to the table a line of zero-sugar cookies and wafer cookies under the Voortman Bakery brand.
The acquisition also includes the company’s trademarks and a leased manufacturing facility in Burlington, Ontario, Canada. As part of the deal, roughly 300 employees will transition to Second Nature Brands, reinforcing the company’s manufacturing capabilities and expanding its workforce.
This acquisition strengthens Second Nature Brands’ position in the cookie category and further cements its footprint in the North American market. "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 U.S. and Canada.”
Voortman® is a natural fit within the Second Nature Brands’ family, which already includes Kar's Nuts, Sahale Snacks, Brownie Brittle, and Sanders. This latest acquisition follows Second Nature Brands’ purchase of Sahale Snacks in September 2023 and Brownie Brittle in December 2022, a sign of the company's ongoing momentum in the specialty snacks and treats sector. With these recent additions, Second Nature Brands now boasts annual sales exceeding $500 million.
Backed by CapVest Partners LLP, Second Nature Brands has been on a growth trajectory, leveraging its portfolio of category-defining brands to push into new markets and expand its reach. Voortman® not only enhances the company’s position in the U.S. but also offers a stronger foothold in the Canadian market, a key component in Second Nature’s broader strategy.
The acquisition is expected to close in the third quarter of The J.M. Smucker Co.’s current fiscal year, which ends in April 2025, pending customary closing conditions.
For this transaction, Morgan Stanley & Co. LLC served as the exclusive financial advisor to Second Nature Brands.
This acquisition of Voortman® signals Second Nature Brands' continued commitment to the better-for-you snacks market, ensuring that it can meet growing consumer demand for high-quality, healthier alternatives. As Mehren put it:
“The acquisition of Voortman® broadens our scale within the cookie category and unlocks new opportunities and capabilities for future growth in the U.S. and Canada.”
With its expanding portfolio, Second Nature Brands is positioning itself to be a formidable player in the North American snacking industry, offering consumers a wide array of premium products.
As the company looks ahead, this latest deal could set the stage for further growth and innovation in the years to come.
