Barilla Group’s acquisition of better-for-you pasta brand Goodles reflects a broader trend of multinationals preserving independent brand cultures while leveraging operational capabilities such as distribution, manufacturing and sourcing.
As part of the merger, Goodles will continue operating independently from its Santa Cruz, Calif., headquarters with Cofounder and CEO Jen Zeszut at the helm.
Zeszut said in a press statement that the success of Goodles has “only just begun” and with Barilla’s back-end capabilities, the brand intends to reach a global scale.
Founded in 2020, Goodles’ range of mac and powdered or squeezable cheese, protein pastas and gluten-free pasta gained traction by offering a more nutritious take on a pantry staple, drawing consumers seeking nutrition-forward comfort foods. Its 8-ounce protein pastas, for example, contain 19 grams of protein and 12 grams of fiber per 3.5-ounce serving, which retail between $2.46 and $3.99 depending on the retailer.
Following broader better-for-you trends in pasta, Barilla’s Protein+ dry pasta is made with durum wheat plus plant proteins from lentils, chickpeas and peas. A single 14.5-ounce box contains 17 grams of protein per 3.5 ounce serving and retails between $2.84 and $4.49 depending on the retailer and pasta shape.
While Barilla’s protein offerings have been focused on dry pasta, Goodles built its business around better-for-you, premium boxed mac and cheese, cheese sauces and protein-forward pasta meals. The acquisition gives Barilla stronger positioning in the premium mac and cheese category by leveraging Goodles’ consumers seeking fortified food products and a modern brand identity.
Goodles joins a growing roster of challenger brands acquired for growth, not integration
The Goodles acquisition follows a familiar playbook in packaged foods, where large multinationals buy fast-growing disruptive brands to operate independently while leveraging larger distribution and supply-chain networks. For multinationals, strategic acquisitions into the health and wellness sector have become a key move to tap into new audiences and premium categories.
In 2014, General Mills acquired better-for-you pasta brand Annie’s in a strategic move to expand into the natural and organic foods business while using General Mills’ supply chain, sales and marketing capabilities. Annie’s remains headquartered in Berkely, Calif., after the acquisition while expanding its distribution and manufacturing via General Mills’ channels.
Similarly, Kellogg’s acquisition of RXBAR in 2017, which later became part of Kellanova’s snack business, continues to operate as a standalone business.
Initially, Hormel Foods’ acquisition of Justin’s in 2016 maintained the same independent structure, until 2025. The confectionery brand continues to maintain its independence after Hormel sold a majority stake to private equity firm Forward Consumer partners last year.
