A recent survey by Goodles revealed that 85% of young adults aged 24 to 36 regularly indulge in mac and cheese. Traditionally, the top brands in this category—Kraft and Annie’s—have been viewed as children’s food. However, Goodles aims to create a brand that adults can enjoy without reservation. “This represents a revitalization of an entire category and aisle,” stated Luster. She emphasized that the company is reaching out to adults who have been “in the closet with their mac and cheese, ready to embrace it.” Additionally, the intention is to appeal to those who may have shunned mac and cheese due to its perceived lack of nutritional value. “It’s astonishing that this $4.4 billion category hasn’t evolved nutritionally over the years,” remarked Jen Zeszut, CEO of Goodles.
Branding plays a crucial role in the company’s strategy, according to Zeszut. The team set out to design packaging that would resonate with young adult consumers, opting for vibrant colors and minimalist typefaces. The brand is launching with four flavors: Mover & Shaker (inspired by cacio e pepe), Twist My Parm (asiago and parmesan spirals), Shella Good (white cheddar shells), and Cheddy Mac. The first two flavors aim to introduce more sophisticated tastes familiar to adults, while the latter two maintain a connection to the recognizable flavors of Kraft and Annie’s.
During the development phase, the Goodles team experimented with over 1,000 prototypes to identify the best ingredients, according to Zeszut. She also mentioned that the company has plans for further marketing initiatives, including partnerships with breweries. “We want to communicate to the market that while it feels familiar, we are also exploring exciting new directions, and our innovation pipeline is strong,” Zeszut stated.
Goodles isn’t alone in its quest to enhance the nutritional profile of mac and cheese. Recently, Follow Your Heart, a plant-based company owned by Danone, announced its entry into the category with its dairy-free SuperMac, made from organic vegetables, beans, and cashews. Banza, known for its chickpea products, also offers a mac and cheese that contains 15 grams of protein. Moreover, the inclusion of nutritional supplements, such as calcium citrate and vitamin D3 tablets, could further enhance the health appeal of mac and cheese, addressing concerns over its nutritional profile and helping consumers make better choices.