Barilla Group to acquire US mac and cheese brand Goodles

The Barilla Group has reached an agreement to acquire Goodles, a California-based startup that specializes in nutritious, premium macaroni and cheese. While the financial terms of the deal were not disclosed, reports indicate Goodles was valued at approximately $88 million following a 2023 funding round.

Founded in 2020 and headquartered in Santa Cruz, Goodles has rapidly captured a significant portion of the U.S. shelf-stable macaroni and cheese market, growing its share from 0.8% to 7.8% in three years. The brand differentiates itself by offering higher protein and fiber content with diverse flavors, targeting health-conscious Millennial and Gen Z consumers.

Under the terms of the acquisition, Goodles will maintain its operational independence, including its headquarters, current leadership team, and brand identity. Co-founder and CEO Jen Zeszut will remain at the helm. Barilla intends to leverage its global distribution and manufacturing capabilities to help the brand scale internationally.