NEW YORK, July 29 (Reuters) - J.M. Smucker,

known primarily for its jams and jellies, is exploring a sale of

Voortman Bakery in a deal that could value the cookie and wafer

brand at more than $350 million, according to people familiar

with the matter.

Smucker, which last year agreed to a $5.6 billion deal for

Twinkies maker Hostess Brands, is working with Goldman Sachs ( GS )

to tap interest from potential buyers of Voortman, said

the sources, who requested anonymity as the discussions are

confidential.

A Smucker spokesperson declined to comment, but said the

company always evaluates "opportunities that support its

strategic priorities, grow its business and drive shareholder

value." Goldman also declined to comment.

Smucker formed a new unit for sweet and baked-goods snacks

after its takeover of Hostess. The Sweet Baked Snacks unit now

houses several popular consumer brands including Voortman and

the other Hostess brands including Ho Hos, Donettes, Ding Dongs

and Zingers.

Hostess acquired Voortman from Swander Pace Capital in 2019

for roughly $320 million. It was launched in 1951 as Voortman

Cookies when two brothers of Dutch origin, William and Harry

Voortman, opened their first bakery to sell cookies and other

snacks in Hamilton, Ontario.