Italy’s Barilla is entering the cheese-based «mac and cheese» category by acquiring fast-growing US brand Goodles, which pairs comfort food with improved nutrition.
Barilla Group is set to acquire Goodles, the fast-growing mac and cheese brand founded in 2020 with a focus on combining indulgent comfort food with improved nutrition — a notable deal for dairy, as mac and cheese is a cheese category moving toward higher-protein recipes, FoodBev reports.
Goodles to operate as a standalone brand
Founded as Gooder Foods in October 2020, the California-based Goodles has built a presence across major and independent US retailers in just over four years, positioning its products around premium nutrition, bold flavours and a brand identity designed to appeal beyond the traditional children’s mac and cheese segment.
After completion, Goodles will continue to operate as a standalone brand from its Santa Cruz headquarters; its 73-person team will be retained with no reporting changes, Zeszut will remain CEO, and the brand will keep control of product development, recipes, ingredients, suppliers and marketing.
«We could not dream up a better partner for our little brand… They can help us innovate and grow internationally while letting us make gooder decisions and maintain our quality», said Zeszut.
What the deal gives Barilla — and the terms
For Barilla, the deal is an entry point into a brand with strong momentum among younger consumers and families, while Goodles gains the resources and international footprint of one of the world’s largest pasta companies. The fourth-generation family-owned firm, founded in 1877, operates in more than 100 countries across pasta, sauces and bakery.
«We had been following Goodles closely… increasingly impressed by the strength of the brand, the quality of its products, and the momentum behind its growth», said chairman Guido Barilla.
The deal remains subject to regulatory approval; KO Law and Centerview Partners advise Goodles, while Weil Gotshal & Manges LLP, PedersoliGattai, Piper Sandler and Orbin & Company advise Barilla. Financial terms were not disclosed.
Source: FoodBev (Leah Smith)
