Gooder Foods Secures $6.4M to Elevate Mac & Cheese

Goodles Secures $6.4 Million to Reimagine Macaroni and Cheese

A new brand of macaroni and cheese, Goodles, officially debuted on Tuesday. This launch follows a successful funding round where its parent company, Gooder Foods, secured $6.4 million in investment.

Targeting a Broader Audience

While traditionally marketed towards children, macaroni and cheese remains a beloved comfort food for a significant portion of the adult population. Gooder Foods co-founder and CEO Jennifer Zeszut revealed to TechCrunch that 59% of adults consume at least one noodle dish weekly.

“We’re not just offering a product; we’re delivering innovation in both product development and branding,” Zeszut stated. “Competitors often position mac and cheese as a children’s food, but our data demonstrates universal appeal. We’re focused on product differentiation and flavors designed to resonate with adult palates.”

An Experienced Founding Team

This venture marks Zeszut’s fourth leadership role in launching a new company. She has assembled a strong founding team, including:

• Deb Churchill Luster, co-founder and former president of Annie’s
• Paul Earle, former Kraft brand executive and founder of Earle & Co, also a faculty member at Northwestern’s Kellogg School of Management
• Actress Gal Gadot

Zeszut and Gadot initially connected three years ago, bonding over a shared appreciation for macaroni and cheese. Gadot subsequently expressed interest in contributing to the company’s development.

A Healthier Alternative

Goodles aims to challenge established brands like Kraft and Annie’s by providing a healthier option. The product boasts high levels of protein and fiber, alongside 21 nutrients derived from organic vegetables.

“The existing leaders in this market have been around for decades – 83 and over 30 years respectively,” Zeszut explained. “Significant advancements have been made in food science since then. Consumers are increasingly focused on food as fuel and are more mindful of ingredients. We’re bringing a fresh perspective to this category.”

Community-Driven Development

Due to pandemic-related restrictions, traditional taste tests were not feasible. Instead, Gooder Foods cultivated an online community, distributing thousands of sample-sized noodle portions for consumer feedback.

The company meticulously developed over 1,000 noodle variations to achieve the optimal flavor profile. Taste was paramount in building a successful mass-market brand, according to Zeszut.

Positive Consumer Response

Research indicated that 92% of participants would switch to Goodles, a remarkably high conversion rate according to Zeszut. “We believe we’ve identified a significant opportunity,” she said, referencing the message printed on the product packaging.

Initial Product Lineup

The brand is launching with four distinct flavors:

• Mover & Shaker, inspired by cacio e pepe
• Cheddy Mac, a classic macaroni and cheese flavor
• Shella Good, positioned to compete directly with Annie’s
• Twist My Parm, a blend of asiago and creamy parmesan

Investment and Future Plans

The $6.4 million investment, a combination of seed funding and a convertible note, will be allocated to direct-to-consumer initiatives, inventory management, branding, and marketing efforts.

While initially focused on DTC sales, Zeszut intends to pursue national distribution through additional retail channels.

Investor Confidence

Investors include Springdale Ventures, Willow Growth Partners, Third Craft, Gingerbread Capital, Purple Arch Ventures, and First Course Capital, alongside a group of individual investors.

Genevieve Gilbreath, co-founder and general partner at Springdale Ventures, highlighted the company’s unique position. Despite her firm’s typical reluctance to invest in pre-revenue companies, she was impressed by Goodles’ demonstrated product-market fit and the effective community-building strategy employed during the pandemic.

Gilbreath emphasized the growing trend of brands prioritizing real food with enhanced nutrition and taste, aligning with the direction of the broader food tech industry. She believes Goodles exemplifies this approach.

“Jen’s leadership qualities – her persistence, passion, experience, and team-building skills – were particularly noteworthy,” Gilbreath added. “We were also impressed by her thorough market research, understanding of consumer needs, and data-driven approach.”