Barilla acquires US macaroni and cheese brand Goodles

The Barilla Group has acquired the American startup Goodles, a California-based brand specializing in macaroni and cheese. The acquisition is intended to strengthen Barilla’s international presence and expand its footprint in the North American market, specifically within the mac and cheese segment.

Founded in 2020 in Santa Cruz, Goodles has seen rapid growth, capturing 7.8% of the U.S. shelf-stable macaroni and cheese market in 2023, up from 0.8% three years prior. The company was valued at $88 million following a previous funding round. Jen Zeszut, the co-founder and CEO of Goodles, will continue to lead the brand, maintaining its identity and autonomy under the Barilla Group.