Goodles – The Smart, New Mac n Cheese with a Crafty Flair
Mac and cheese are rare foods that have transcended generations. Kids love it. Adults love it. It’s comfort food at its finest. But for decades, the category has been owned by a few legacy brands, with Kraft being the undeniable leader. It’s simple, nostalgic, and, let’s be honest, nutritionally void. That’s precisely where Goodles saw an opportunity: to take something beloved and make it… better.
The Goodles Origin Story: A Fresh Take on a Classic
Goodles launched in 2021. It was co-founded by Jen Zeszut, a seasoned CPG entrepreneur, alongside a dream team that included actor and wellness advocate Gal Gadot. Their mission? To create a mac and cheese that delivers on taste, nostalgia, and indulgence but also packs real nutrition.
They knew they weren’t reinventing the wheel—mac and cheese is already a household staple—but they were reinventing the way people think about it. Instead of being a leisurely meal with little nutritional value, Goodles turned it into a product with high protein, fiber, and prebiotics while maintaining that creamy, cheesy experience people crave. The big idea – Reimagine, Don’t Reinvent
The brand debuted with a splash, quickly gaining traction in major retailers like Target and Whole Foods and direct-to-consumer sales online. Its vibrant packaging, playful tone, and “better for you” positioning set it apart in a category that had been static for far too long.
The Team Behind Goodles: A Powerhouse of Expertise
A brand as fresh and innovative as Goodles doesn’t come together by accident. Jen Zeszut, an experienced leader in consumer-packaged goods (CPG), knew that launching a successful food brand required strategic minds and creative brilliance. She brought together a team of industry veterans who knew how to challenge the status quo.
One of her key partners was Paul Earle, an entrepreneur and educator at Northwestern’s Kellogg School of Management. With a background in building brands that stand for something bigger than just selling products, Earle was a natural fit for Goodles. He also came up with the name “Goodles,” a playful take on noodles and goodness.
Zeszut and Earle then reached out to Deb Luster, the founding president of Annie’s Homegrown, often regarded as the queen of mac and cheese. Luster brought deep expertise in the category and immediately saw the potential in reinventing boxed mac and cheese with real nutrition.
To bring their vision to life, they enlisted Molly Michet, an experienced food scientist with a track record of creating delicious yet nutritious foods. Michet was instrumental in developing the Goodles formula, ensuring the mac and cheese maintained its beloved taste while packing protein, fiber, and essential nutrients.
Of course, Gal Gadot joined the team as a co-founder, not just as a celebrity face but as an active participant in shaping the brand. Gadot, a lifelong mac and cheese lover, was eager to be part of a company that balanced indulgence with nutrition. Her passion for wellness and storytelling has helped Goodles connect with a broad audience.
Together, this team of innovators built Goodles with a clear mission: to make mac and cheese delicious and nutritious—without the guilt. What started as a direct-to-consumer launch quickly expanded to major retailers, proving consumers were eager for a better version of their favorite comfort food.
Why Goodles Stands Out in a Crowded Market
Goodles is a prime example of repositioning—taking a familiar, well-loved product and redefining it for a modern audience. They didn’t ask people to learn a new behavior or try an unfamiliar concept. Instead, they offered an upgrade on something they already love.
Their marketing leans heavily into fun, personality, and irreverence. Rather than going the preachy health-food route, Goodles embraces joy and playfulness.
Their brand voice is bold, cheeky, and anything but corporate—think bright colors, fun product names, and a clear sense of humor. This makes them approachable in a way that many “better for you” brands aren’t.
Plus, their taste-first approach is a game changer. While plenty of health-focused brands have tried (and failed) to rework comfort foods, Goodles prioritize taste on par with nutrition. Their tagline, “Noodles, Gooder,” speaks to this balance—better for you but still indulgent.
What Brands Can Learn from Goodles
Goodles’s success offers three key lessons for marketers and brand strategists:
- Reimagine, Don’t Reinvent – You don’t always need to create something new. Sometimes, the best innovation comes from improving an existing category. Goodles took a beloved staple and made it healthier without making it feel like a sacrifice.
- Brand Voice Matters – How you sound can be as important as what you sell. Goodles doesn’t market like a typical “healthy” brand. Their humor and personality make them stand out among corporate-sounding competitors.
- Meet Consumers Where They Already Are – Instead of forcing people to adopt a new habit, Goodles tapped into an existing behavior (eating mac and cheese). They offered a better version of what they were already buying. That made adoption easy and frictionless.
Goodles demonstrates that you don’t have to reinvent the cheesy pasta to disrupt an industry. Sometimes, all it takes is improving a classic product.
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