The Barilla Group has agreed to acquire Goodles, the fast-growing American brand known for reinventing boxed mac and cheese with a stronger nutritional profile. The companies confirmed the agreement this week, although financial terms were not disclosed. Goodles was previously valued at 88 million dollars following a 2023 funding round, according to PitchBook data.
A Brand Built on Better Comfort Food
Goodles was founded in October 2020 as Gooder Foods in Santa Cruz, California, with a clear mission to make mac and cheese more nutritious without sacrificing taste. Since its launch, the company has introduced a variety of bold flavors aimed at children, young adults and families. Its products are now available at major and independent retailers across the United States.
Rapid Growth and a Loyal Fan Base
The brand entered retail stores just over four years ago and has quickly attracted millions of consumers. Goodles credits much of its momentum to a highly engaged community, with fans generating 235 million organic impressions in the past 90 days. Around two million new customers began purchasing Goodles products during that same period.
Independence Within a Global Group
Following the acquisition, Goodles will remain headquartered in Santa Cruz and operate as an independent brand within the Barilla Group. The company will continue to make its own decisions on products, recipes, ingredients, suppliers and marketing strategy. Its full team of 73 employees will be retained without changes to reporting structures or hierarchy.
Leadership Perspective
Jen Zeszut, cofounder and chief executive officer of Goodles, said the partnership with Barilla would help the brand innovate and grow internationally while preserving its identity and quality. She noted that Barilla appreciated the company's culture and unconventional spirit, and that nothing about the brand would change. Zeszut will continue to lead the business under the new ownership.
Barilla's Strategic Rationale
Guido Barilla, chairman of the Barilla Group, described the acquisition as an important day for the company. He said Barilla had followed Goodles for some time and became increasingly impressed by the brand's strength, product quality and growth momentum. The addition brings a modern comfort food label into Barilla's global portfolio, which already spans more than 100 countries.
Two Distinctive Food Companies
Barilla was founded in 1877 and remains a fourth-generation family-owned group operating in more than 100 countries, known for pasta, sauces and bakery products. Goodles has established itself as a challenger in the packaged mac and cheese category through nutrition-focused innovation and playful branding. The combination links Barilla's global scale with a digital-native brand that has resonated strongly with younger shoppers.
Complementary Strengths and Future Plans
The two companies share a focus on taste, food quality and products that bring people together. The transaction is expected to help Goodles expand its reach while enabling Barilla to enter a growing segment of the modern comfort food market. The deal remains subject to customary regulatory approvals, with financial and legal advisors supporting the process.
The acquisition positions Goodles to scale beyond its established United States base while maintaining the creativity and community focus that drove its early success. For Barilla, the move adds a nutrition-focused, digitally savvy brand to a portfolio built on family ownership and global food heritage. The combination signals growing appetite for better-for-you comfort foods and a shared ambition to bring Goodles to a wider international audience.