# Authentically Baked Cookies Voortman Bakery's Coconut Cookies Emphasize Real Ingredients & Bakers By Laura McQuarrie | Published 2017-05-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/voortman-bakery References: [trndmonitor](https://trndmonitor.com/food-spotlight-in-a-world-filled-with-fake-voortman-bakery-introduces-real-cookies-with-real-ingredients-by-real-bakers/) & [voortman](https://voortman.com/) [Voortman Bakery](https://www.trendhunter.com/trends/voortman-perfectly-sweet-cookies) (formerly Voortman Cookies) is now reintroducing itself with a fresh new look and perspective on baked goods. The brand's new focus is on celebrating authenticity by showcasing that it makes only [real cookies made with real ingredients](https://www.trendhunter.com/trends/als-real-goods) by real bakers. As such, a fresh new logo and packaging has been adopted by the brand to reflect its updated identity. The packaging for Voortman Bakery's Coconut Cookies clearly highlights that the baked goods are made with real shredded coconut and without artificial colors, flavors and high-fructose corn syrup. Some of the other new flavors from the brand include Oatmeal Chocolate Chip, Lemon Coconut and Fudge Striped Almonette. Many health-conscious consumers with a sweet tooth are still looking to indulge in the comforts of their favorite confections and baked goods, but with a focus on [better-for-you ingredients](https://www.trendhunter.com/trends/dark-chocolate-chip-cookies). ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 48% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Real-ingredients-only:** Food and Beverage industry can embrace an opportunity to design consumer products that cater to the increasing consumer preference for products made with real and natural ingredients. - **Updated-identity-and-packaging:** Branding industry can adopt new and improved branding techniques to highlight their brand's core values and mission, as seen by Voortman Bakery's adoption of new packaging that emphasizes their use of real ingredients and bakers. - **Health-conscious-comfort-foods:** Food and Beverage industry can explore opportunities to create healthier versions of classic comfort foods, as seen by the introduction of healthier versions of traditional cookies by Voortman Bakery. ### Who This Affects Most - **Food-and-beverage:** The Food and Beverage industry can capitalize on the growing trend towards natural ingredients and health-conscious comfort foods, as seen by the success of Voortman Bakery's new line of cookies. - **Branding:** The branding industry can revolutionize brand packaging and design to emphasize the importance of core company values like authenticity, as seen by Voortman Bakery's updated logo and packaging design. - **Health-food:** The health food industry can explore the potential growth and innovation opportunities by collaborating with traditional food companies to create and market healthier products, as seen by Voortman Bakery's new line of cookies that cater to health-conscious consumers. ## Related on Trend Hunter - [Reduced Sugar Cookie Ranges](https://www.trendhunter.com/trends/voortman-perfectly-sweet-cookies.md) - [Small-Batch Coconut Cookies](https://www.trendhunter.com/trends/vanilla-macaroon-softbaked-cookies.md) - [Bite-Sized Sugar-Free Cookies](https://www.trendhunter.com/trends/voortman.md) - [Crispy Clean-Label Cookies](https://www.trendhunter.com/trends/maxines-heavenly-crispy-cookies.md) - [Limited-Edition Fruit-Flavored Wafers](https://www.trendhunter.com/trends/fruitflavored-wafers.md) - [Simple Ingredient Biscuit Ranges](https://www.trendhunter.com/trends/realfoods-by-organico-biscuits.md) - [Cookie Re-Branding Makeovers](https://www.trendhunter.com/trends/lotus-bakeries-1.md) - [Better-For-You Cookie Bites](https://www.trendhunter.com/trends/cookies-creme-cookie-poppers.md) - [Airy Sugar-Free Snack Wafers](https://www.trendhunter.com/trends/zero-sugar-mini-wafers.md)