COMPLETE PRODUCT, BRAND AND BUSINESS MAKEOVER
Voortman Cookies began in 1951 when two Dutch brothers opened their first bakery in Ontario, Canada. Recently, a private equity group purchased the company and saw opportunity to reposition the brand. The goal was clean label contemporary products that retain the endearing, lasting qualities of the Voortman brothers’ vision.
We reformulated virtually every Voortman product to deliver clean labels and improved hedonics. In addition, we provided guidance through Mattson Consumer Insights to help Voortman optimize a new packaging execution that would allow them to reposition the brand without losing their home-baked cookie heritage.
Voortman relaunched with a completely repositioned, redesigned, rebranded packaging and product portfolio, including the introduction of new products.
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