GOODLES is walking among pasta giants.
What’s happening: The better-for-you mac & cheese brand is being acquired by Italian pasta giant Barilla Group for an undisclosed sum.
Up & up. Founded in 2020, GOODLES reimagined classic boxed mac with more protein, fiber, and a vegetable-derived nutrient blend — while leaning into bold flavors and playful branding.
Smash & grab. Following a $13M raise led by L Catterton, in 2024, it started selling a box every second, reaching profitability and doubling sales YoY.
Launching new flavors, pasta types, and formats while scaling distribution, it now controls 8% market share on boxed mac & cheese, gaining 2M new customers in the last 90 days alone. Joining Barilla, it’ll remain independent, leveraging support for innovation and growth.
Noodling. Its fast rise caught incumbent CPG off guard, with market leader Kraft resorting to launching its own protein + fiber version this March. A potentially stumbling block for GOODLES, consumers accused Annie’s—then the best-for-you mac on the market—of selling out, with its ingredients changing post General Mills takeover.
Looking ahead: With over 90% of Americans never tasting the mix, GOODLES has room to grow, as long as it keeps its better-for-you reputation intact.
