Barilla acquisition of Goodles set to reshape the US mac‑and‑cheese market

Barilla acquisition of Goodles could soon shift the dynamics of the $2.2bn US mac‑and‑cheese category, giving the Santa Cruz start‑up a global launchpad while keeping its quirky brand intact.

Barilla acquisition of Goodles: what it means for the mac‑and‑cheese aisle

The iconic Italian pasta group announced a deal to buy Goodles, the nutrient‑dense, neon‑packaged brand that entered the market in 2020. The terms remain confidential, but the move follows a Reuters report that Barilla’s 2025 revenue sits at ↑ $5.7 billion, giving it ample runway to fund Goodles’ expansion.

Valuation and growth metrics

Goodles was last valued at $88 million after a 2023 funding round, according to PitchBook. Over the past year it captured 7.8% of spend on shelf‑stable mac‑and‑cheese, while Kraft’s flagship brand slipped to ↓ 42.2% share, and Velveeta fell to 18.9%.

“I knew Barilla was the perfect partner when I handed the chairman a bumper‑sticker that read ‘Me and My Homies Love Macaronis’,” said Goodles CEO Jen Zeszut in the press release.

Barilla’s chairman Guido Barilla added that the partnership offers “an exciting opportunity to blend a heritage pasta portfolio with a brand that has proven it can win over younger palates.”

Strategic fit and future rollout

Goodles will retain its operational independence, with Zeszut staying at the helm. The firm plans to scale its direct‑to‑consumer tactics—handwritten notes, pop‑up tasting parties—and broaden its line‑up, which already includes gluten‑free noodles and microwave‑ready cups.

Analysts at Bloomberg note that the acquisition could accelerate Goodles’ entry into Europe and Asia, leveraging Barilla’s distribution network while preserving the brand’s “out‑something” ethos that helped it punch above its weight.

Dispatch from: Chloe Winters

Venture Capital & Innovation Reporter