Barilla Buys American Mac and Cheese Brand Goodles
Italian pasta giant Barilla Group has agreed to acquire Goodles, a rapidly growing American mac and cheese brand. The deal is expected to expand Goodles' reach and strengthen Barilla's market presence.
The Italian pasta manufacturer Barilla Group announced Wednesday it has agreed to acquire Goodles, a U.S.-based mac and cheese brand founded in 2020. Financial terms of the deal were not disclosed.
Goodles has positioned itself as a healthier and more innovative alternative in the boxed mac and cheese market, previously dominated by Kraft Heinz and General Mills' Annie's Homegrown. The acquisition by Barilla is expected to facilitate Goodles' international expansion. Jen Zeszut, co-founder and CEO of Goodles, will remain in her role, and the company will continue to operate as a standalone brand.
"Barilla Group was the perfect partner," Zeszut stated. Guido Barilla, chairman of Barilla Group, commented that the company had been following Goodles for some time and was impressed by its brand strength and growth momentum.
Goodles was valued at $88 million in its most recent funding round in 2023. Barilla Group reported approximately $5.7 billion in annual revenue for 2025. Goodles has captured 7.8% of U.S. shelf-stable mac and cheese spending, according to data firm Numerator, as the market share for Kraft's flagship brand has declined.