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Voortman Bakery Expands S’mores Cookie Portfolio

Voortman Bakery s'mores cookie

Voortman Bakery will return its 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.

Evoking a sense of nostalgia, the new s’mores cookie instantly takes consumers back to fond childhood memories of roasting marshmallows with chocolate and graham crackers over an open campfire. This baking feat combines all the sweet and toasty flavors from the classic s’mores into a cookie and wafer that are made with all-natural ingredients. Pro tip: Try heating up both treats in the microwave to get that warm, authentic s’mores taste.

Voortman’s latest s’mores offerings are in response to the massive feedback from its customers and come as no surprise when considering the flavor category’s high demand. A recent BrandPoint study also revealed over 2.1 million s’mores are consumed every day in the United States during the summer months.

Committed to quality, real ingredients, Voortman has turned a once season-less 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 exploded since Burlington, Ontario-based 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 percent 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,” said Ken Cross, CMO of Voortman Bakery. “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.”

Voortman Bakery was founded in 1951 by brothers William and Harry Voortman, who emigrated to Canada from their hometown of Hellendoorn, the Netherlands, in 1948 with their father, who had operated a bread bakery there. Since its inception, the brand has been dedicated to making the very best quality cookies, using the finest, hand-selected ingredients.

In 2004, Voortman Bakery was the first North American food brand to announce the removal of trans fats from its retail food products. Most recently, Voortman announced its new packaging, new logo and new recipes featuring real ingredients. In 2017, Voortman Bakery was awarded the Women’s Choice Award based on extraordinary recommendations from their female customers in a customer satisfaction survey conducted by WomenCertified Inc. using the company’s customer database.

About the author

Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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