Voortman Bakery Expands S’mores Cookie Portfolio

Voortman Bakery, an American cookie manufacturer, has announced the return of its popular seasonal S’mores offerings with the release of a brand new cookie and the return of the classic S’mores Crème Wafer. This collection comes after Voortman’s fast-selling S’mores wafer quickly became a fan favorite last year.

This baking feat combines all the sweet and toasty flavors from the classic S’mores into a cookie and wafer made with all-natural ingredients, promoted as bringing back the childhood memories.

Voortman has turned a once seasonless wafer category limited to chocolate, vanilla and strawberry flavors, upside down with its unique seasonal collections, resulting in a dramatic increase in sales and renewed interest in the overall category.

Consumer interest in this category has increased since Voortman Bakery’s rebrand hit the shelves, including an innovative and expansive flavor portfolio overhaul. A recent Nielson study reported that sales of Voortman Crème Wafers are up 25% over last year. Additionally, Voortman holds the highest growth rate in the category and has the highest-ranking SKU’s in Crème Wafers.

“After an extremely successful launch of the S’mores wafer in 2018, we’re thrilled to further expand our seasonal S’mores collection with our new cookie. Releasing seasonal flavors enables our customers to have the Voortman brand appropriately at their tables throughout the year. With new products being presented on shelves year-round, our customers constantly feel in the moment, allowing them to capture the flavors of the season for a limited time,” said Ken Cross, CMO of Voortman Bakery.

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