A private equity group acquired Voortman Cookies, seeking to reposition the brand with clean label contemporary products while retaining its original charm. Mattson reformulated most Voortman products to deliver clean labels and enhanced taste. Additionally, provided guidance through Mattson Consumer Insights to optimize a new packaging execution. The result was a successful relaunch of Voortman Cookies with a completely repositioned, redesigned, and rebranded packaging and product portfolio, including the introduction of new products.