{{Short description|Canadian cookie company}} {{Use Canadian English|date=August 2021}} {{Infobox company | name = Voortman Cookies Limited | logo = | logo_size = | logo_alt = | logo_caption = | logo_padding = | image = | image_size = | image_alt = | image_caption = | trading_name = | native_name = | native_name_lang = <!-- Use ISO 639-1 code, e.g. "fr" for French. For multiple names in different languages, use {{Lang|[code]|[name]}}. --> | romanized_name = | former_name = | type = Subsidiary | traded_as = | ISIN = | industry = Food | genre = Baked goods | fate = | predecessor = <!-- or: | predecessors = --> | successor = <!-- or: | successors = --> | founded = {{Start date and age|1951}} | founders = William and Harry Voortman | defunct = <!-- {{End date|YYYY|MM|DD}} --> | hq_location = {{coord|43|22|49.4|N|79|46|33.6|W|type:business|display=inline,title}} | hq_location_city = Burlington, Ontario | hq_location_country = Canada | num_locations = | num_locations_year = <!-- Year of num_locations data (if known) --> | area_served = {{plainlist|Worldwide through: *{{•}}Burlington retail location *{{•}}Other retailers *{{•}}Online}} | key_people = | products = {{plainlist|Cookies *{{•}}coconut *{{•}}windmill *{{•}}turnover Wafers *{{•}}vanilla *{{•}}key lime *{{•}}strawberry *{{•}}peanut butter *{{•}}maple *{{•}}chocolate}} | brands = | production = | production_year = <!-- Year of production data (if known) --> | services = | revenue = | revenue_year = <!-- Year of revenue data (if known) --> | operating_income = | income_year = <!-- Year of operating_income data (if known) --> | net_income = <!-- or: | profit = --> | net_income_year = <!-- or: | profit_year = --><!-- Year of net_income/profit data (if known) --> | assets = | assets_year = | equity = | equity_year = | owner = | num_employees = | num_employees_year = | parent = Second Nature Brands | divisions = | subsid = | website = {{URL|https://www.voortman.com/en}} | footnotes = }} '''Voortman Cookies Limited''' is a Canadian company specializing in the production and sale of cookies. Based in Burlington, Ontario, Voortman brand cookies are sold at retail locations across Canada, the United States, Puerto Rico, and over 70 other countries worldwide.
Orrville, Ohio-based Smucker acquired Voortman in 2023 as part of its US$5.6-billion takeover of Hostess Brands. Hostess had purchased Voortman in 2019 from private equity company Swander Place Capital for US$320-million in cash, meaning the cookie maker has lost some value over the past five years. On Oct 22, 2024 Smucker sold Voortman to Michigan's Second Nature Brands for US$305-million.
== History == thumb|Voortman Bakery oatmeal cookies Voortman Cookies Limited was founded in 1951 by Dutch immigrant brothers William and Harry Voortman. In the 2010s, Voortman Cookies makes over 60 varieties of cookies, including lines of creme wafers, sugar free and seasonal products. The Burlington plant remains the sole production facility, where over 200 full-time workers are employed. Voortman's cookies are distributed throughout North America by a network of over 500 independent distributors. In 2015, Voortman's sales were over $100 million.<ref name=klara/>
In 2015, a majority stake in Voortman Cookies was acquired by private equity firm Swander Pace Capital.<ref>{{cite web |last1=Yanchus |first1=Kathy |title=Burlington's Voortman Cookies sold to private equity firm |url=https://www.insidehalton.com/news-story/5959960-burlington-s-voortman-cookies-sold-to-private-equity-firm/ |website=InsideHalton.com |language=en-CA |date=14 October 2015}}</ref><ref>{{cite web |last1=Dunford |first1=Thomas|url=https://blogs.wsj.com/privateequity/2015/10/15/the-morning-leverage-swander-pace-raids-the-cookie-jar/ |website=The Wall Street Journal |title=The Morning Leverage: Swander Pace Raids the Cookie Jar|publisher=wsj.com |date=15 October 2015}}</ref> At that time, chief executive officer Harry Voortman stepped away from daily management but remains on the board of directors.
In 2017, Voortman went through a complete rebranding, which included removal from its formulae all artificial colours, artificial flavours, and high-fructose corn syrup.<ref name=klara>{{cite web |last1=Klara|first1=Robert |title=How Voortman Plans on Taking a Bigger Bite Out of the Cookie Market|url=https://www.adweek.com/brand-marketing/how-voortman-plans-on-taking-a-bigger-bite-out-of-the-cookie-market/ |website=AdWeek |publisher=Adweek.com |date=23 March 2017}}</ref>
On December 2, 2019, Hostess Brands announced that it was purchasing Voortman from Swander Pace Capital for approximately US$320 million;<ref>{{cite press release |author=<!--Not stated--> |title= Hostess Brands, Inc. Enters into Agreement to Acquire Voortman, a Leading North American Wafer and Cookie Company |url=https://www.businesswire.com/news/home/20191202005292/en/Hostess-Brands-Enters-Agreement-Acquire-Voortman-Leading |date=December 2, 2019 |access-date=August 1, 2021 |location=Kansas City, Missouri |publisher=Business Wire, Inc. |agency=Business Wire |type=Press release |language=en}}</ref> this transaction was completed a month later.<ref>{{cite web |last=Schroeder |first=Eric |title=Hostess completes acquisition of Voortman Cookies |date=January 7, 2020 |access-date=August 1, 2021 |website=BakingBusiness.com |url=https://www.bakingbusiness.com/articles/50083-hostess-completes-acquisition-of-voortman-cookies |quote=Hostess Brands, Inc. on Jan. 3 finalized the acquisition of Voortman Cookies Ltd. from private equity firm Swander Pace Capital in a transaction valued at approximately $320 million in cash.}}</ref> Subsequently, The J.M. Smucker Company acquired Hostess Brands.
In October 2024, The J.M. Smucker Co. agreed to sell Voortman to Second Nature Brands in a $305 million all-cash deal.<ref>{{Cite news |last=Selasky |first=Susan |date=October 22, 2024 |title=Makers of Sanders candy and Kar's Nuts snacks adds Smucker's cookie brand to portfolio |url=https://www.freep.com/story/life/food/2024/10/22/sanders-candy-kars-nuts-snacks-cookie-brand-voortman/75797033007/ |work=Detroit Free Press}}</ref> In December, it was announced that the purchase had been completed.<ref>{{Cite web|url=https://www.foodprocessing.com/business-of-food-beverage/mergers-acquisitions/news/55247478/smucker-completes-sale-of-voortman-to-second-nature-brands|title=Smucker Completes Sale of Voortman to Second Nature Brands|work=Food Processing|access-date=2024-12-27|language=en}}</ref>
== Trans fat ban == In 2003, Voortman Cookies announced that no trans fats would be used in the production of its cookies.<ref>{{cite news |title=Voortman cookies to shed trans fats |url=https://www.cbc.ca/news/canada/voortman-cookies-to-shed-trans-fats-1.393888 |accessdate=31 July 2018 |work=CBC News |date=25 November 2003}}</ref> This made Voortman Cookies the first Canadian food company and one of the first in North America to abolish the use of trans-fats in retail food products.<ref>{{cite press release |last1=Segvich |first1=Jeff |title=Swander Pace Capital Acquires Majority Stake in Voortman Cookies |url=https://www.businesswire.com/news/home/20151014005412/en/Swander-Pace-Capital-Acquires-Majority-Stake-Voortman |website=Business Wire |publisher=Swander/Pace Capital |language=en |date=14 October 2015}}</ref>
==References== <references/>
== External links == * {{Official website|http://www.voortman.com/}}
{{Portal bar|Food|Canada|Society}}
Category:1951 establishments in Ontario Category:Confectionery companies Category:Canadian subsidiaries of foreign companies Category:Companies based in Burlington, Ontario Category:Canadian companies established in 1951 Category:Food and drink companies of Canada Category:Food and drink companies established in 1951 Category:Brand name cookies Category:Dutch-Canadian culture Category:2020 mergers and acquisitions Category:2024 mergers and acquisitions
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