Goodles is getting

Goodles is getting acquired by Barilla Group, the 149-year-old Italian pasta giant. And this is an amazing get by Barilla. Goodles currently controls around 8% of US spending on boxed mac and cheese, and in the past 90 days alone, there have been over 2 million new consumers to the Goodles brand. And this is all very impressive for a brand that only launched back in 2021. I mean, they're competing against legacy brands that literally built the category over 100 years ago. Brands like Kraft Mac and Cheese or Velveeta, which have been losing market share year over year, all while Goodles has been gaining market share year over year because they have fun flavors, better formats, better packaging, and they speak more to a modern consumer players do right now. And that's why Goodles is easily doing over $100 million a year, and I bet Barilla paid a pretty penny for this brand. And for those worried about the change, according to a Wall Street Journal article about the acquisition, Goodles will continue to operate from its headquarters, with Zesut at the helm and all 73 employees retained. "I know that consumers are going to probably be like, 'Oh no, Goodles is going to get gutted' and worry that the ingredients will change, Zesut said. "That's totally natural. There's many data points from many other companies to make them feel that way, and the only thing we can say is, 'Just watch us.'" Goodles will remain an independent company under the Barilla Group. CEO and co-founder Jen will remain on. It looks like the company will stay the same. At least they didn't sell to private equity. And if you wanna hear more of our thoughts on this acquisition, subscribe to our Substack, express checkout