Barilla to acquire Goodles, expands US reach
Barilla to acquire Goodles, expands US reach
Anonymous
Key Points
1
Goodles was valued at about $88 million following its 2023 funding round and achieved its first profit in 2024, indicating a profitable trajectory ahead of Barilla's acquisition.
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Goodles has demonstrated strong consumer engagement, including 235 million organic impressions in a single quarter and roughly two million new customers in the last 90 days, supported by a devoted fan base and a high Net Promoter Score.
3
Barilla's U.S. expansion plan for Goodles includes a $145 million investment in its Avon, New York facility, adding a 52,000-square-foot production site as part of a two-stage project to fuel growth.
4
Goodles differentiates itself with distinctive flavors such as Here Comes Truffle, Down the Hatch, Smokey Dokey and Thrilled Cheese, and offers protein pasta with 21 grams of protein and 12 grams of fiber.
5
The brand previously drew backing from investors including LCatterton in 2023, highlighting substantial external funding prior to the Barilla deal.
Barilla Group is acquiring Goodles, the Santa Cruz-based mac and cheese brand backed by actress Gal Gadot, in a deal that marks the Italian pasta giant's push into the US premium boxed pasta market. New Hope reports the deal awaits regulatory approval, with terms undisclosed. Goodles will operate as a standalone brand under CEO Jen Zeszut, keeping its 73-person team and California headquarters intact.
The acquisition comes after Goodles achieved explosive growth since its 2020 launch. LinkedIn notes that 80% of Goodles' sales came from customers who weren't buying mac and cheese before, signaling the brand's ability to expand the category. The company turned profitable in 2024 and was valued at roughly $88 million following its 2023 funding round.
Goodles Built a Devoted Fanbase With Unique Flavors
Goodles stands out in a crowded pasta aisle with unconventional flavors like Here Comes Truffle, Smokey Dokey, and Thrilled Cheese. The Independent highlights the brand's focus on nutrition, offering protein pasta with 21 grams of protein and 12 grams of fiber per serving. The strategy worked: Goodles generated 235 million organic impressions in a single quarter and attracted roughly two million new customers in 90 days.
The brand's Net Promoter Score—a measure of customer loyalty—ranks among the highest in the industry. LinkedIn notes that early backers included investment firm LCatterton in 2023, demonstrating serious institutional confidence before Barilla's move. Gadot's involvement as a founding investor gave Goodles cultural cachet from day one.
Barilla Commits $145 Million to Scale US Production
Barilla plans to invest $145 million in a two-stage expansion of its Avon, New York facility, adding a 52,000-square-foot production site. New Hope reports the expansion aims to fuel Goodles' growth across America. The move signals Barilla's serious commitment to building out US capacity rather than simply absorbing the brand into existing operations.
Barilla chairman Guido Barilla praised Goodles' "strength, quality, and momentum," positioning the deal as a way to tap the brand's success while supporting international expansion. CEO Zeszut emphasized that the partnership gives Goodles access to larger scale and funding while she retains day-to-day leadership. This hands-off approach suggests Barilla learned from past deals that acquired brands need autonomy to thrive.
Goodles' Success Signals Shift in Premium Pasta Demand
Goodles' rapid rise reflects changing US tastes toward better-for-you boxed pasta options. Just Jared reports that the brand reimagined a category many considered stale, focusing on organic ingredients, bold flavors, and nutritional benefits. The fact that 80% of its customers came from outside the traditional mac and cheese buyer base shows Goodles opened an entirely new market segment.
For Barilla, acquiring Goodles fills a gap in its US portfolio. The Italian company dominates traditional boxed pasta but had missed the premiumization trend that rewarded brands like Goodles with devoted customers willing to pay more. Just Jared notes that Goodles' future role under Barilla remains partly unclear, especially regarding Gadot's involvement going forward.
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