Barilla scores a new growth operation in the United States and is betting on one of the most popular products in American cuisine. The Italian group has achieved a agreement to acquire Goodles, a young Californian brand specialized in macaroni and cheese, the famous ones mac & cheeseThe operation, anticipated by Wall Street Journal and subsequently confirmed by Barilla, marks the Parma-based group's entry into a segment distinct from traditional pasta, but one with strong growth potential. In just a few years, Goodles has built a clear identity, focusing on a more nutritious and premium version of the classic American comfort food.
Goodles, from mac & cheese to a multi-million dollar business
Founded in California in 2020 under the name of Gooder FoodsGoodles was born with the aim of reinterpreting the traditional macaroni and cheese, combining taste and nutritional characteristics. In just a few years, the brand has conquered space on the US market, arriving in the main independent distribution chains and also standing out for its colorful packaging and ironic product names. The company has achieved first profit in 2024 and, in 2023, after a round of financing, it was valued at around $88 million, according to data reported by Wall Street Journal and cited by PitchBook. A figure which, it should be noted, does not correspond to the value of the acquisition: Barilla and Goodles they did not disclose the price of the transaction.
The market that the Italian group is targeting is anything but a niche. long-life macaroni and cheese section in the United States it is worth in fact between 2,1 and 2,3 billion dollars per yearGoodles also reportedly achieved a 7,8% share of US spending in the category, a sharp increase from the 0,8% recorded three years earlier. These numbers help explain Barilla's interest in a segment far from its core business, yet particularly relevant to American consumers.
Barilla is aiming for growth in the United States
The acquisition allows Barilla to expand its reach in the US, entering more directly into a category deeply rooted in local eating habits. For Goodles, joining the Italian group means being able to leverage the resources and international experience of a major food company to accelerate its development, without sacrificing the identity it has built so far.
“We have been following Goodles for some time and have been increasingly impressed by the strength of the brand, the quality of its products and the momentum of its growth,” explained Guido Barilla, president of the Barilla Group. For the manager, the transaction represents "an exciting opportunity for the future."
Goodles remains independent: leadership confirmed
The new ownership will not imply, at least on an operational level, a change of direction for the American brand. Goodles will continue to operate from headquarters di Santa Cruz, in California, retaining its 73 employees. Leadership was also confirmed: Jen Zeszut will remain at the helm The company's autonomy will not be merely formal: Goodles will continue to make its own decisions about products, recipes, quality, ingredients, suppliers, and marketing.
This move aims to preserve the culture and innovative capacity built by the brand in recent years, while Barilla will provide resources and expertise to support its development. Zeszut described the Italian group as the ideal partner for the next phase, emphasizing the opportunity to innovate and grow internationally without sacrificing product quality or independence.
