Voortman Cookies

Company Origins and Early Growth

Voortman Cookies was established in 1951 by brothers Harry and William (Bill) Voortman, Dutch immigrants who arrived in Canada after the Second World War. Their father, a baker from Hellendoorn in the Netherlands, had moved the family seeking a new beginning. The brothers initially attempted to bake pumpernickel bread, a product that failed to gain traction in the Canadian market. Undeterred, they pivoted to cookies, applying their family's baking heritage to a product with broader appeal. This shift marked the beginning of what would become a major North American cookie brand, rooted in traditional baking techniques brought from Europe.

The company grew steadily from its humble beginnings as a two-man operation. By the 2010s, Voortman Cookies had become a significant player in the industry, producing over 60 varieties of cookies. The product lineup expanded to include popular lines such as creme wafers, sugar-free options, and seasonal offerings. The Burlington plant, which remains the company's sole production facility, employed over 200 full-time workers and distributed products throughout North America via a network of more than 500 independent distributors. Annual sales reached over $100 million by 2015, reflecting the brand's strong market presence.

Pioneering Move Against Trans Fats

In 2003, Voortman Cookies made a landmark decision that set it apart in the food industry by announcing the complete elimination of artificial trans fats from all its products. This move made Voortman the first major Canadian food company and one of the first in North America to abolish trans fats in retail food products. The company positioned this change prominently on its packaging with labels declaring 'Zero Trans Fats' alongside its logo. This initiative was driven by growing consumer awareness and scientific consensus regarding the health risks associated with trans fatty acids, which are linked to increased cholesterol and cardiovascular disease.

The decision to remove trans fats required significant reformulation of recipes, as these fats were commonly used in baking to provide crispness and extend shelf life. Harry Voortman publicly framed the move as a matter of food safety, calling trans fats a 'silent killer'. Industry observers noted that Voortman's early action created a domino effect, prompting other manufacturers to examine their own ingredients. This proactive step allowed Voortman to market its cookies as a healthier alternative to those produced by larger competitors like Christie and Nabisco, strengthening its brand identity among health-conscious consumers years before mandatory trans fat labelling regulations took effect in Canada and the United States.

Ownership Transitions and Rebranding

The ownership structure of Voortman Cookies has changed several times in recent years, reflecting broader consolidation trends in the food industry. In 2015, private equity firm Swander Pace Capital acquired a majority stake in the company. As part of this transaction, co-founder Harry Voortman stepped away from daily management but remained on the board of directors. This infusion of capital and new management perspective set the stage for significant operational and branding changes in the subsequent years.

In 2017, the company underwent a complete rebranding initiative focused on ingredient transparency and quality. This involved the removal of all artificial colours, artificial flavours, and high-fructose corn syrup from its product formulas. The rebranding emphasized the use of real ingredients like fruit, whole grain oats, coconut, and almonds. On December 2, 2019, Hostess Brands announced it was purchasing Voortman from Swander Pace Capital for approximately US$320 million in cash, a deal completed the following month. Hostess's ownership was relatively short-lived, as it was itself acquired by The J.M. Smucker Company in a US$5.6 billion deal in September 2023.

The J.M. Smucker Company's ownership of Voortman was brief. In October 2024, Smucker agreed to sell the Voortman brand to Michigan-based Second Nature Brands, a maker of premium snacks, for US$305 million in an all-cash transaction. The sale was completed in December 2024. This price represented a decrease from the US$320 million Hostess paid in 2019, indicating a shift in valuation over the five-year period.

Operations and Product Lines

Voortman Cookies operates its primary and only production facility from a 23,000 square meter plant in an industrial area of Burlington, Ontario. The facility houses 11 production lines where over 400 employees bake approximately 20 million cookies per day. The company reports an annual production output of about 30,000 tons of cookies. Products are distributed across the Canadian and American markets through a vast network of independent distributors and are found on the shelves of all major supermarket chains in Canada. The brand's international reach extends to over 70 countries worldwide, including the United States and Puerto Rico.

The company's product portfolio is diverse, featuring over 60 varieties at its peak and reportedly up to 120 different kinds of cookies. Key product lines include the popular creme wafers, sugar-free cookies, and a range of seasonal offerings. The company promotes its use of real ingredients and the absence of artificial additives as core to its baking philosophy. The Voortman brand identity is symbolized by a stylized girl in traditional Dutch costume, accompanied by the motto 'traditional family bakery', a nod to its founders' heritage.

• Primary product: Cookies and wafers.
• Notable lines: Creme wafers, sugar-free cookies, seasonal products.
• Production facility: Sole plant in Burlington, Ontario.
• Daily output: Approximately 20 million cookies.
• Annual sales (2015): Over $100 million.
• Distribution: Network of over 500 independent distributors in North America.

Recent Developments and Future Outlook

The acquisition of Voortman Cookies by Second Nature Brands in late 2024 marks the latest chapter in the company's history. Second Nature Brands, a U.S.-based maker of premium snacks, now owns the Voortman brand and its operations. This transition follows a period of ownership under large packaged food corporations, suggesting a potential strategic shift towards a portfolio focused on snack brands with distinct identities. The integration process and any strategic changes under the new ownership will shape the company's direction in the coming years.

Industry commentary has suggested that 2026 could be a year of unexpected comebacks for some food chains, though specific plans for Voortman under its new parent company are not publicly detailed. The company continues to market itself with an emphasis on better baking, better taste, and better choices, leveraging its legacy of ingredient integrity. Its pioneering stance on trans fat elimination remains a fundamental part of its brand story. With its established production base, widespread distribution, and recognisable brand, Voortman is positioned to continue as a significant player in the North American cookie market under its new ownership structure.

Questions about Voortman Cookies

Who founded Voortman Cookies and when?

Voortman Cookies was founded in 1951 by Dutch immigrant brothers William (Bill) and Harry Voortman. The brothers initially tried baking pumpernickel bread before successfully pivoting to cookies. Their family had a strong baking heritage in the Netherlands, which they brought to their new business in Canada. The company grew from a small local bakery into a major North American brand.

Where are Voortman Cookies made?

All Voortman cookies are produced at the company's sole manufacturing facility located in Burlington, Ontario. This plant is the company's only production facility. It employs over 200 full-time workers. From this location, cookies are distributed throughout North America by a network of over 500 independent distributors.

What made Voortman Cookies a pioneer in the food industry?

Voortman Cookies pioneered the elimination of artificial trans fats in 2003. This made it the first Canadian food company and one of the first in North America to abolish the use of trans-fats in retail food products. The company announced that no trans fats would be used in its cookie production. This action was taken years before mandatory labelling regulations in Canada and the United States.

Who owns Voortman Cookies now?

As of December 2024, Voortman Cookies is owned by Second Nature Brands, a U.S.-based maker of premium snacks. Second Nature Brands purchased Voortman from The J.M. Smucker Company for US$305 million in an all-cash deal. Prior to that, Smucker had acquired Voortman as part of its purchase of Hostess Brands in 2023. Hostess had bought the company from private equity firm Swander Pace Capital in 2019.

How many types of cookies does Voortman produce?

Voortman Cookies makes over 60 varieties of cookies. Its product lines include creme wafers, sugar free options, and seasonal products. The company offers a wide range of cookies, and it completed a rebranding in 2017 to remove all artificial colours and flavours from its formulae. It emphasizes the use of real ingredients in its cookies and wafers.

What is the annual production volume for Voortman Cookies?

Voortman Cookies sells about 30,000 tons of cookies annually on the Canadian and American markets. Its Burlington plant produces cookies on multiple production lines. The company has a reported headcount of 238 employees. In 2015, Voortman's sales were over $100 million.

Sources and further reading

• Voortman Cookies (Wikipedia)
• Official Voortman Bakery | Delicious Cookies & Wafers ... (secondnaturebrands.com)
• Harry Voortman went from immigrant to cookie baron in Canada (frankkuin.com)

Checked by the Novello Desserts desk. Last updated 2026-10-27.