Italian Pasta Giant Barilla Acquires Gal Gadot's Mac & Cheese Brand

Italian pasta giant Barilla is acquiring Goodles, the American mac and cheese brand in which Israeli actress Gal Gadot is a partner. The terms of the deal have not been disclosed, and it remains subject to regulatory approvals. Goodles was founded in California in 2020 and began selling its products in late 2021, aiming to penetrate the popular mac and cheese category. The company offers versions of mac and cheese with an emphasis on improved nutritional values, including higher protein and fiber content.

Gal Gadot has been involved with the company since its early stages, identified as a founding partner and investor. In a 2023 funding round, Goodles raised $13 million at a valuation of approximately $88 million. Other investors, including the investment fund Alcarton, also participated.

In recent years, Goodles has managed to capture a significant market share in a category dominated by established brands. According to Wall Street Journal data, last year the company held about 7.8% of U.S. spending on shelf-stable mac and cheese products, up from less than 1% three years prior. Goodles products are sold in major U.S. retailers such as Walmart, Target, Costco, and Whole Foods. The company reportedly achieved profitability for the first time in 2024.

For Barilla, one of the world's largest pasta manufacturers, this acquisition expands its operations in the American market by incorporating a rapidly growing young brand. Barilla, founded over 150 years ago in Italy, markets its products in more than 100 countries worldwide.

Following the deal's completion, Goodles is expected to continue operating largely as an independent unit. CEO and founder Jen Zazula is expected to remain in her role, and the company's headquarters in Santa Cruz, California, will stay in place. While the full details of the transaction and Gadot's stake in the healthy pasta brand have not been publicly revealed, she is expected to receive a substantial sum. Gadot's association with the brand has drawn criticism from some groups calling for a boycott of Israel, which may have influenced the company's decision to keep her ownership percentage private.