Barilla Buys Fast-Growing Macaroni Startup Goodles to Boost Healthy Food Expansion

2026-09-04 companies

Santa Cruz, Thursday, 3 September 2026.
Italian pasta giant Barilla has acquired high-protein brand Goodles. The startup captured nearly eight percent of the market in three years, reflecting a shift toward healthier, protein-packed staples.

Barilla Group Announces Acquisition of Goodles

Italian pasta giant Barilla Group has agreed to acquire Goodles, the fast-growing macaroni-and-cheese startup known for its nutrient-dense products [1][2]. The announcement was made on September 2, 2026, marking a significant consolidation in the consumer packaged goods sector [6][7]. Goodles, co-founded by actress Gal Gadot and CEO Jen Zeszut, will remain a stand-alone brand within the Barilla Group following the close of the merger [2][5]. The transaction is currently pending regulatory approval, with financial terms undisclosed [2][7]. This acquisition allows Barilla to capture market share from disruptor brands offering high-protein alternatives to traditional pantry staples [1].

Goodles has demonstrated aggressive growth since its founding in October 2020 [2][6]. The brand currently controls nearly 8% of U.S. spending on boxed macaroni and cheese, a significant increase from just 0.8% of the market three years prior [3][4]. This trajectory represents a market share growth rate of 875 over the three-year period [4][5]. In the last 90 days alone, approximately 2 million new customers started eating Goodles products [3][6]. Competitor Kraft saw its share fall to 36.6% from 42.2% over the same period, indicating a shift in consumer preference [5]. Approximately 80% of Goodles sales come from consumers who either were not previously buying macaroni and cheese or are now buying more of it [5].

Financial Performance and Valuation

Santa Cruz-based Goodles was valued at $88 million after a 2023 funding round [1][4]. The company turned its first profit in 2024, demonstrating financial viability alongside its growth [1][4]. Prior to the acquisition, Goodles raised a $13 million Series A round led by L Catterton in 2023 [4]. The brand’s success is attributed to its focus on premium nutrition and bold flavors that appeal to adults as well as children [6]. Goodles fans generated 235 million organic impressions for the brand in the last 90 days, highlighting strong consumer engagement [6].

Strategic Leadership and Future Operations

Upon the close of the merger, Goodles will continue to operate independently from its headquarters in Santa Cruz, California [2][5]. Co-founder and CEO Jen Zeszut will continue to lead the 73-employee team, all of whom will be retained [2][5]. Guido Barilla, chairman of the Barilla Group, noted that his company had been following Goodles closely and was impressed by the brand’s momentum [2]. The Barilla Group, founded in 1877, will celebrate 150 years in 2027 and operates in more than 100 countries [6][7]. This partnership aims to strengthen both brands’ commitment to bringing quality products to tables around the world [2][6].

Sources

Barilla Goodles