Barilla gobbles up all of Goodles’ macaroni and cheese. Competition for Kraft Heinz

Following the reports in the Financial Times, Barilla and Goodles have confirmed, to their mutual satisfaction, the marriage through a definitive agreement.

The deal will bring, within the Parma-based multinational’s portfolio, macaroni and cheese made in Santa Cruz.

Goodles: 88 million dollars as early as 2023

The acquisition, at 100%, of the Californian company is a significant investment, given that the future subsidiary already had, in 2023, a valuation of 88 million dollars, following the closing of a funding round.

Founded in October 2020 by CEO Jen Zeszut, and backed by the fund L Catterton, which is consequently selling its stake, as well as by world-famous actress Gal Gadot, the Hollywood Wonder Woman, it was born from the idea that Americans’ favourite comfort food, “macaroni and cheese”, could be higher in protein, healthier, even vegan, and much more appealing in terms of taste.

That is not all: Goodles is demonstrating that the product is no longer just for children and is therefore generating significant increases for the retail channels (large-scale distribution and other food retailers) through which it is distributed, thanks to a rapid increase in purchase frequency and the arrival of a veritable army of new fans.

Profits up by 7,8 per cent

The US company has therefore seen its profits increase by 7,8%, in the 12 months ending in June 2026, while, according to research firm Numerator, market leader brand Kraft Mac & Cheese, owned by Kraft Heinz, saw its market share fall from 36,6% to 42,2 per cent.

In addition, Goodles fans report having personally converted 27 new followers each to the brand over the past 90 days, that is, from early June to the end of August 2026.

Loyal customers generated, through social media and the Goodles app, 235 million organic impressions (free of charge) for their totem brand, bringing with them a substantial 2 million early adopters.

Italian readers certainly do not need much explanation of Barilla, which remains in good health. The Parma queen closed 2025 with consolidated revenues of 4,83 billion euros (-0,9%an EBITDA of 579 million (+7,8%and a profit of 233 million (4,8% of turnover). Meanwhile, the margin rose from11 to 12%, one point higher, as in 2024.

Moreover, Goodles points out that Barilla, according to RepTrak, a model and tool for analysing and measuring corporate reputation created by The RepTrak Company (formerly known as Reputation Institute) consumers worldwide (100 countries in which the Italian giant operates) chose Barilla as one of the 10 most prestigious brands in all its categories, ranking the group as the most highly regarded food company globally.

At the end of the transaction, which is subject to review by the US antitrust authorities, Goodles will retain its headquarters in Santa Cruz and will continue to operate independently, namely as an autonomous brand, free to pursue its own strategies in terms of products, recipes, quality, ingredients, suppliers, marketing and more.

Guido Barilla: “We had been watching Goodles for some time and…”

The entire workforce, consisting of 73 employees, will remain unchanged and co-founder and CEO Jen Zeszut will continue to lead the company.

The chairman admitted, Guido Barilla: “We had been following Goodles closely for some time and were increasingly impressed by the strength of the brand, the quality of its products and the management drive behind its growth.”

To conclude: Barilla and the US. Although revenue by geographical area is not disclosed, it is known that the States are now among the major consumer markets for the Italian brand. Suffice it to say that a short while ago, in May, an industrial investment of 170 million euros in the Avon production facility, in New York State.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.