Barilla expands pasta portfolio with Goodles acquisition
After the acquisition, Goodles will operate independently as a standalone brand, its team will remain in place, and it will remain headquartered in Santa Cruz.
USA – Barilla Group has reached a definitive agreement to acquire Goodles, the California-based maker of nutrient-dense, high-protein boxed macaroni and cheese.
Financial terms of the transaction were not disclosed, but the deal marks a significant strategic push by the world’s largest pasta manufacturer to capture a larger share of the rapidly growing premium convenience and comfort food markets.
Founded in late 2020 by CEO Jen Zeszut and a team that includes actress Gal Gadot, Santa Cruz-based Goodles has rapidly disrupted the traditional mac-and-cheese category.
By offering elevated nutrition profiles, boasting high fiber, plant-based protein, and organic ingredients alongside bold flavor varieties, the startup carved out a passionate, cult-like following.
Following a highly successful 2023 funding round that previously valued the brand at $88 million, Goodles achieved profitability while demonstrating some of the highest repeat-purchase metrics in the consumer-packaged goods sector.
Under the terms of the agreement, Goodles will continue operating as an independent, standalone brand based out of its California headquarters.
Its full 73-person team will be retained, with Zeszut remaining at the helm as Chief Executive Officer. Brand leadership emphasized that the core formulations, quirky identity, and production standards will remain unchanged under the new ownership, aiming to reassure loyal consumers as the company enters its next phase of expansion.
For Barilla, which reported over €4.8 billion in revenues and continues to invest heavily in its North American production capacity, the acquisition provides an immediate foothold in the lucrative “better-for-you” boxed meal segment.
The deal complements Barilla’s extensive portfolio of traditional dry pastas, sauces, and ready-to-eat meals, filling a key product gap against legacy competitors.
In turn, Goodles gains access to Barilla’s vast international supply chain and distribution network, which spans across more than 100 countries.
While the brand has established strong domestic retail placement in major retailers including Target, Whole Foods, and Walmart, the partnership with Barilla provides the capital and scale required to take its products global and dramatically expand its market footprint.
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