That’s a lot of cheddar. In less than three years since its retail debut, nutrient-packed pasta processor Goodles is selling one box per second in stores, twice last year’s rate. The brand more than tripled its sales last year and expects to more than double sales this year. All of this adds up to a $100 million run rate at retail that continues climbing behind some recent product innovation and expanded distribution.
On the heels of launching its most anticipated addition – gluten-free noodles – earlier this year, Goodles unveiled a Deluxe mac-and-cheese format that it expects will lure new and lapsed shoppers to the set. Already, the Santa Cruz, Calif.-based company said its sales are, on average, 67% incremental to the category and delivering higher dollar velocities than Kraft and Annie’s.
What’s its secret sauce? Playful marketing, bold flavors – like the cacio e pepe-inspired Mover & Shaker or the black truffle cheddar-flavored Here Comes Truffle – and more protein and fiber per serving than other boxed mac-and-cheese varieties. Additionally, the brand received Clean Label certification after independent testing for 400 different contaminants.
With a new CFO in tow – seasoned finance leader Chris Hall, most recently of Sovos Brands, who joined Goodles in September – the brand’s future looks even brighter.
