Barilla has agreed to acquire US high-protein mac and cheese brand Goodles as the pasta giant looks to bolster its presence in the fast-growing better-for-you food market.

Financial terms of the deal have not been disclosed, with the transaction still subject to customary closing conditions and regulatory approvals.

Founded in 2020, California-based Goodles has built its proposition around nutrient-packed twists on traditional boxed mac and cheese, with products containing added protein, fibre and prebiotics.

Its range includes flavours such as cacio e pepe and black truffle, alongside single-serve cups and pasta products, as it seeks to offer a more health-focused alternative within the comfort food category.

Goodles will continue to operate as a standalone business following completion of the deal, retaining its headquarters in Santa Cruz, California.

Co-founder and chief executive Jen Zeszut will remain at the helm, while all 73 members of the company’s team are also set to stay with the business.

The tie-up is expected to give Goodles access to Barilla’s international scale and capabilities as it looks to accelerate innovation and expand beyond its existing US footprint.

Zeszut said: “We chose the Barilla Group because they can help us innovate and grow internationally while letting us make gooder decisions and maintain our quality.”

Barilla Group chairman Guido Barilla said the business had been following Goodles “closely for some time”, pointing to the strength of the brand, its products and growth momentum.

He added: “As we got to know the management team, led by Jen Zeszut, we were equally impressed by the strength of the organisation, its unity, and its forward-looking mindset.”

The acquisition broadens Barilla’s exposure to functional and better-for-you foods at a time when established food manufacturers are increasingly targeting brands built around protein, fibre and other added nutritional benefits.

Goodles has gained significant ground in the US shelf-stable mac and cheese category since launch, establishing itself as a challenger to established brands while attracting shoppers with its combination of convenience, nutrition and more adventurous flavours.

For Barilla, which operates across pasta, sauces and bakery products in more than 100 countries, the deal provides another route into the growing health-focused convenience market while offering Goodles the infrastructure to pursue further international expansion.

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