Inside Goodles’ Mission To Bring Back Mac

A mac-and-cheese-fueled fever dream with serious operational chops.

At an Expo West booth that can only be described as part playground, part pasta palace (think: mac-and-cheese ball pit, fuzzy walls, and conveyor belts of samples), Goodles co-founder Jen Zeszut discussed the brand’s journey from a nostalgic glow-up to a full-on platform play across boxes, deluxe and now single-serve cups, which in just six months are wildly outperforming expectations, she said.

Goodles is bringing incremental growth to the segment with its high-protein, high-fiber formulations, playful branding and elevated flavor profiles. According to Zeszut, the better-for-you mac brand is now selling more than three boxes per second and quietly reshaping the category.

The brand is not just stealing share from legacy players like Kraft Heinz – it’s luring lapsed mac eaters back into the aisle altogether.

Call it comfort food with a comeback arc: “Mac’s back, baby,” Zeszut said, hinting that the brand’s next move might push the category somewhere it hasn’t gone before.