Goodles Makes Noodles 'Gooder'

Goodles’ Story, from Jennifer Zeszut, co-founder and CEO of Goodles

Goodles was founded by Paul Earle and me in 2021. Born in Santa Cruz, Calif., Goodles exists to make noodles “gooder.” Mac and cheese is a beloved category, but when we came on the scene, it was a bit of a guilty pleasure due to nutrition and ingredients. We improved the nutritional profile and flavors for adults, bringing people back to the category, giving mac and cheese a resurgence.

How does Goodles’ product stand out?

The mac and cheese category hasn’t seen a real challenger in over 30 years, but we knew it was possible to make a boxed mac and cheese that tastes amazing and packs in nutrients, for both kids and adults. Goodles eats like a balanced meal and has the same taste as a staple childhood snack. Many adults have lost sight of enjoying what they eat by swapping yum for nutrition. We believe in a healthy reimagining of nostalgic foods that are always delicious. We only hit retail shelves three years ago, while competitors had decades’ head start. But Goodles now drives 68% of the growth in the category as we continue to bring more adults “back to mac.” In fact, millions of people are trying Goodles for the first time every quarter. And we’re selling a box of mac roughly every half a second now.

What were some of the early challenges for Goodles?

We knew we couldn’t outspend our big CPG counterparts, who are strong traditional marketers with much deeper pockets, so we had to out-weird them. We are an authentic, scrappy, cheeky brand that leads with creativity and joy, and you can always count on Goodles to go (way) over the top. That authenticity is something that can’t be copied, and it’s also what our community really connects with.

What’s the next big thing we should expect from Goodles?

Our latest launch — Microwaveable Cups — is our big bet right now, and the response has been incredible due to the convenience and on-the-go nutrition. At launch we had an expected inventory for months, but Cups sold out in just 11 hours. But don’t worry, we’re restocking this month. Also, Goodles is “noodles, gooder” so we’re always expanding flavors, formats and channels — all while staying true to our core.