Barilla Group to acquire Goodles expanding its mac and cheese market

USA – Barilla Group has announced plans to acquire Goodles, a fast-growing mac and cheese brand founded in 2020 that combines indulgent comfort food with improved nutrition.

Founded as Gooder Foods in October 2020, Goodles has built a presence across major and independent US retailers in just over four years.

The California-based company has positioned its products around premium nutrition, bold flavours, and a brand identity designed to appeal beyond the traditional children’s mac and cheese segment.

Following the completion of the deal, Goodles will continue to operate as a standalone brand from its Santa Cruz headquarters. According to the company, its 73-person team will be retained, with no reporting changes, while Zeszut will remain CEO. The brand will also retain control over its product development, recipes, ingredients, suppliers and marketing.

Zeszut said: “We could not dream up a better partner for our little brand and our beloved, hard-working team. We chose the Barilla Group because they can help us innovate and grow internationally while letting us make gooder decisions and maintain our quality.”

For Barilla, the acquisition provides an entry point into a brand that has developed significant momentum among younger consumers and families, while giving Goodles access to the resources and international footprint of one of the world’s largest pasta companies.

The acquisition comes as Barilla continues to build its portfolio around a broader range of food occasions. The fourth-generation family-owned company, founded in 1877, operates in more than 100 countries across pasta, sauces and bakery products.

The companies say they share a focus on food quality, taste and carefully selected ingredients, as well as a broader ambition to bring products associated with enjoyment to consumers around the world.

Guido Barilla, chairman of the Barilla Group, said: “We had been following Goodles closely for some time and became increasingly impressed by the strength of the brand, the quality of its products, and the momentum behind its growth.”

He added that the strength and unity of the Goodles management team were also factors in Barilla’s decision to pursue the transaction.

The deal remains subject to regulatory approval. KO Law and Centerview Partners are advising Goodles, while Weil Gotshal & Manges LLP, PedersoliGattai, Piper Sandler and Orbin & Company, LLC are advising Barilla Group.

To receive our email newsletters with the latest news and insights from Africa, the Middle East and around the world, SUBSCRIBE HERE