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#1 Crème Wafer Brand in the U.S.* Introduces Two New Innovative Treats: Convenient Voortman® Mega Wafers and Super Grains, a Better-for-You Cookie

original Voortman Chocolate Mega Wafers (Photo: Business Wire)

Voortman Chocolate Mega Wafers (Photo: Business Wire)

BURLINGTON, Ontario--(BUSINESS WIRE)--Voortman Cookies Limited, a leading manufacturer of specialty cookies and wafers, both sugar free and non-sugar free, announced it is expanding its product offerings with the introduction of Super Grains and Mega Wafers: two distinct snacks for different snacking needs.

Voortman® Super Grains combine the indulgence of cookies with better-for-you ingredients, as the B.F.Y. snacking category continues to grow in response to evolving consumer behaviors.1 They are baked with a blend of wholesome ingredients and 60% of grains are whole grain: oats, wheat, rye and buckwheat. Super Grains come in two delicious flavors this year: Banana Chocolate Chip, which is made with real banana, and Blueberry, which is made with real blueberry. The cookies contain no artificial colors, artificial flavors or high-fructose corn syrup. More flavor varieties will come in subsequent years. Super Grains can be found in grocery stores in the U.S. and Canada.

To support the new sub-brand product launch, the team tapped Straight Forward Design, a brand design agency, to develop packaging that reinforces the heritage of Voortman Bakery while appealing to a younger, more health-aware consumer looking for a healthier treat.

Voortman® Mega Wafers are a super-sized version of Voortman® wafers that feature a triple-layer crème wafer that delivers a delightfully crispy-meets-creamy bite. With 10 wafers per pack, Mega Wafers are the perfect treat to grab, go, share, and are perfect for mobile snackers. The 5.17oz wafers are available in Vanilla, Strawberry and Chocolate flavors. Voortman® Mega Wafers are available in convenience stores in the U.S.

“Mega Wafers and Super Grains join Voortman Cookies’ robust roster of real good, feel good treats, addressing consumers’ need to balance a sweet treat with better-for-you ingredients,” said Susan Lee, Director of Marketing.

Voortman® is the #1 brand in crème wafers and the sugar free cookie segment in the U.S.* Acquired by Hostess Brands, LLC in 2020, Voortman Cookies is a leading manufacturer of premium, branded wafers as well as sugar-free and specialty cookies with distribution mainly in the United States and Canada.

*Based on U.S. independent retail sales data.

About Voortman Cookies Limited
Voortman Cookies Limited, the #1 Crème Wafer brand in the U.S., was acquired by Hostess Brands, LLC in January 2020. Voortman produces a variety of cookie and wafer products, including sugar-free and better-for-you products. Since its founding in 1951 in Ontario, Voortman has had an uncompromising focus on quality and delicious ingredients in all its products and never uses artificial colors, artificial flavors, high-fructose corn syrup, or trans-fat in any cookies. For more information about Voortman Cookies, please visit voortman.com. Follow Voortman on Facebook: facebook.com/Voortman; on Instagram voortman_cookies and on Twitter @VoortmanCookies.

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1 https://www.bakingbusiness.com/articles/50346-better-for-you-foods-are-prompting-a-transformation

Contacts

Marie Espinel or Hannah Arnold
The LAKPR Group
mespinel@lakpr.com or harnold@lakpr.com

Industry:

Voortman Cookies Limited

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English

Contacts

Marie Espinel or Hannah Arnold
The LAKPR Group
mespinel@lakpr.com or harnold@lakpr.com

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