Barilla is buying one of America’s fastest-growing mac and cheese brands
A fast-growing maker of nutrient-dense macaroni-and-cheese could soon be elbowing for more shelf space in grocery stores thanks to its acquisition by a pasta powerhouse. The iconic Italian pasta maker Barilla Group announced Wednesday that it has agreed to acquire Goodles , a relative newcomer to the pasta aisle, for an undisclosed amount. The deal will usher in a new era of growth for the Santa…
Barilla Group, the renowned pasta manufacturer, has acquired Goodles, a rapidly expanding mac and cheese brand from Santa Cruz. The deal, undisclosed in price, signifies a significant development in Goodles' trajectory, which began in 2020 with a mission to provide healthier, innovative alternatives to traditional mac and cheese offerings.
Goodles, co-founded by Jen Zeszut and guided by her and Guido Barilla, the chairman of Barilla Group, has carved a niche in the mac and cheese market, which has traditionally been monopolized by Kraft Heinz, Velveeta, and General Mills-owned Annie's Homegrown.
Zeszut, the CEO of Goodles, expressed her excitement about the acquisition, stating that Barilla Group's approval was a decisive factor in her decision. She humorously revealed that Barilla Chairman had taken a Goodles bumper sticker he found endearing. Guido Barilla, meanwhile, described the acquisition as an "exciting" opportunity for the future, highlighting Goodles' strong brand, product quality, and growth momentum.
The acquisition will bolster Goodles' ability to expand internationally and scale its strategies, which have traditionally relied on word-of-mouth advertising and its small, agile nature. Despite its success, Goodles has faced challenges, including increased competition from Kraft Heinz, which has recently announced a $600 million investment to counteract the upstart's growth.
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