What Voortman Cookies does

Voortman Cookies is a home-style baked goods brand operating in the cookies and wafers category, founded in 1951 and now owned by Second Nature Brands, a portfolio company of private equity firm CapVest that acquired the business from J.M. Smucker Co. in October 2024 for $305 million. The company is headquartered in Burlington, Canada, with US operations and e-commerce fulfillment, and operates with a headcount of 251-500 employees. Its core product portfolio consists of four lines: Voortman® Perfectly Sweet™ Cookies (a flagship premium cookie line using real fruit, whole grain oats, coconut, and almonds), Zero Sugar Cookies (sugar-free formulations), Wafers, and Zero Sugar Wafers (a sugar-free wafer variant). The company's product positioning is built around permissible indulgence for health-conscious consumers, emphasizing no artificial colors or flavors and offering allergen-friendly and sugar-free options.

The underlying technology is conventional cookie and wafer baking production, with no disclosed proprietary process innovations beyond trademarked brand identities (Voortman®, Perfectly Sweet™). The business model is primarily direct-to-consumer (D2C) e-commerce through Second Nature Brands' Shopify storefront at secondnaturebrands.com, with ZIP code-based US shipping and free 1-3 day delivery on orders over $60. Customer acquisition is digital-first, relying on email newsletter signup incentives (10% off for new subscribers, 20% off next order) and organic social channels (Facebook, Instagram). The pricing structure follows a standard pay-as-you-go e-commerce model with no subscription tier disclosed. Voortman sits alongside five sister brands within Second Nature Brands (Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Second Nature Snacks), benefiting from shared marketing infrastructure and consolidated logistics while retaining category-specific branding.

Name

Voortman Cookies

Legal name

Voortman Cookies (brand operated by Second Nature Brands)

Website

https://voortman.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

251–500 employees

Short description

Voortman Cookies is a US-focused cookie and wafer brand under Second Nature Brands that sells Zero Sugar Cookies, Perfectly Sweet Cookies, and wafer products directly to health-conscious consumers through e-commerce, emphasizing natural ingredients with no artificial colors or flavors.

Ownership category

akta.pro rank

Product category

Baked Cookies and Wafers

NAICS

Cookie and Cracker Manufacturing (311821), Bread and Bakery Product Manufacturing (31181)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Baked cookies snacks
• Zero sugar cookies
• Wafer snack products
• Better-for-you snacks
• Cookie manufacturing

Headquarters

HQ city

Burlington

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer and retail sales of cookies and wafers through e-commerce platform and distribution network.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Voortman Cookies manufactures and sells classic home-style baked goods, specifically cookies and wafers, through four core product lines: Voortman Perfectly Sweet Cookies, Zero Sugar Cookies, Wafers, and Zero Sugar Wafers. The portfolio emphasizes health-focused formulations with no artificial colors or flavors, using real fruit, whole grain oats, coconut, and almonds. Products are sold directly to consumers via the Second Nature Brands e-commerce platform with US-wide shipping.

Product overview

Voortman Cookies is a cookie and wafer bakery brand owned by Second Nature Brands. The product portfolio consists of four core product lines: Voortman® Perfectly Sweet™ Cookies (the flagship line made with real fruit, whole grain oats, coconut, and almonds), Zero Sugar Cookies (sugar-free formulations), Wafers (complementary wafer snacks), and Zero Sugar Wafers (sugar-free wafer variants). The company positions itself around health-focused innovation, emphasizing no artificial colors or flavors, and offers permissible indulgence through functional, better-for-you ingredients. Products are sold through Second Nature Brands' e-commerce platform with free 1-3 day delivery over $60.

Differentiator

Problem solved

Functional benefit

Brands

• Voortman® Perfectly Sweet™ Cookies: Premium cookies featuring real fruit, whole grain oats, coconut, and almonds without artificial colors or flavors.
• Zero Sugar Cookies
• Voortman Wafers
• Zero Sugar Wafers

Products and services

• Voortman Perfectly Sweet Cookies A line of cookies made with high-quality ingredients including real fruit, whole grain oats, coconut, and almonds, positioned as permissible indulgence for health-conscious consumers with no artificial colors or flavors.
• Voortman Zero Sugar Cookies Cookies formulated to contain zero sugar, targeting health-conscious consumers seeking better-for-you indulgence. Available in flavors including chocolate chip.
• Voortman Wafers A line of crispy wafer snacks including vanilla flavor, complementing Voortman's cookie offerings.
• Voortman Zero Sugar Wafers Wafer snacks formulated with zero sugar, offering a healthier alternative within the wafer category, including vanilla and other flavors.

Quantifiable outcome

• Part of Second Nature Brands' portfolio expansion into better-for-you snacking

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• SkinnyDipped: SkinnyDipped is a smaller, emerging better-for-you snack brand focused on chocolate-dipped almonds and snack bars with cleaner ingredient profiles. It is an emerging competitor in the same better-for-you indulgence consumer segment Voortman targets.

Broad incumbents

• Pepperidge Farm: Pepperidge Farm (a Campbell's subsidiary) is a major mainstream cookie and cracker brand, including Milano and Chessmen. It represents a broad incumbent competing for shelf space against specialty cookie brands like Voortman.
• Mondelez International: Mondelez owns dominant mass-market cookie brands (Oreo, Chips Ahoy, Tate's) and operates a global snacking platform. It is a broad incumbent benchmark for category scale, retail leverage, and D2C investment capacity.

Direct peers

• Simple Mills: Simple Mills makes better-for-you cookies, crackers, and baking mixes using almond flour and clean-label ingredients. It competes directly with Voortman's Perfectly Sweet and Zero Sugar lines in the natural and mainstream grocery channel.
• Tate's Bake Shop: Tate's Bake Shop is a premium thin-and-crispy cookie brand now owned by Mondelez. It is comparable as a specialty / premium cookie brand with strong consumer pull, sharing Voortman's positioning on quality ingredients and giftable/indulgent occasions.
• Lenny & Larry's: Lenny & Larry's is a better-for-you cookie brand known for protein- and fiber-enriched offerings. It targets the same health-conscious indulgence consumer that Voortman's Perfectly Sweet and Zero Sugar SKUs are designed to capture.
• Made Good: Made Good produces allergen-free, organic cookies and snacks marketed to families and health-conscious consumers. It directly competes with Voortman in the allergen-friendly / clean-label cookie segment.
• Archway Cookies: Archway Cookies is a long-established American cookie brand known for classic home-style varieties such as Iced Molasses and Coconut Macaroon. It is a heritage peer to Voortman's classic cookie positioning.
• Rip Van: Rip Van is a better-for-you snack brand focused on wafels and cookies with reduced sugar content. Its wafer platform directly mirrors Voortman's Wafer and Zero Sugar Wafer lines, and it shares the same D2C-plus-natural-channel GTM.
• Murray's Cookies: Murray's Cookies sells premium cookies and baked goods via D2C and grocery. It is comparable as a branded, premium-positioned cookie manufacturer targeting gifting and indulgence occasions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/voortmancookies
• Instagraminstagram.com/voortman_cookies
• Xx.com/voortmancookies
• LinkedInlinkedin.com/company/voortman-cookies

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Voortman Cookies