What Mac & Cheese Can Teach You About Disrupting a Crowded Market
How Goodles Is Winning Shelf Space and What Business Owners Can Learn From It
In the world of consumer packaged goods, boxed mac and cheese isn’t exactly known for innovation. It’s a category long dominated by big names like Kraft and Annie’s, mostly targeting families with kids and relying on brand loyalty built over decades.
But then came Goodles.
With bold packaging, cheeky flavor names like “Smokey Dokey” and “Here Comes Truffle,” and a clear focus on young adults who still love comfort food but want something healthier, Goodles didn’t just launch a new product. They sparked a shift in a billion-dollar category.
If you’re running a business, their rise offers more than a case study. It’s a playbook.
1. Your Competitor’s Blind Spot Could Be Your Opportunity
While Kraft and Annie’s focused on moms and kids, Goodles saw something different. They found that young adults were secretly eating mac and cheese, often feeling embarrassed about it. So they gave them a version that felt stylish, nutrient-rich, and made for grown-ups.
Business takeaway: Don’t chase the same customer everyone else is targeting. Look for overlooked groups with unmet needs and speak directly to them.
2. Great Design Is a Growth Strategy
Goodles brought strong, modern branding to a category that hadn’t changed in decades. Colorful boxes and playful names made the product stand out on shelves and in social feeds.
Business takeaway: Design matters. It’s often the first impression people have of your business. Even in “boring” industries, strong branding can be a powerful competitive edge.
3. Your Story Sells as Much as Your Product
Goodles didn’t rely on ads alone. They built a narrative around their brand and connected it to real consumer behaviors. Their launch generated buzz online, sold out products, and even led to a waitlist for microwavable mac and cheese cups.
Business takeaway: Marketing isn’t just about promoting—it’s about building momentum. If people feel like they’re part of something fresh and exciting, they’ll spread the word for you.
4. Data Should Guide, Not Just Validate
The Goodles team used research to uncover that many adults were quietly eating mac and cheese but didn’t feel good about it. That insight shaped everything from product development to messaging.
Business takeaway: Pay attention to what people are really doing, not just what they say. Real growth often comes from understanding habits others overlook.
5. You Don’t Need to Be First to Win
Mac and cheese has been around forever. But Goodles proved that rethinking the formula and the experience can open up new markets. In just a year, they grew from 0.6% to 4% of the shelf-stable mac and cheese market, while legacy brands lost share.
Business takeaway: Innovation doesn’t always mean creating something new. Sometimes, it’s about reimagining the familiar in a way that feels fresh and valuable.
6. Values Build Loyalty
Goodles isn’t just tasty—it’s healthier. Their products offer more protein, fiber, and nutrients than traditional brands. That health-forward angle helped them stand out in a space not known for wellness.
Business takeaway: People want more than a transaction. They want to support businesses that align with their values and lifestyles. Make sure your product or service delivers meaning, not just utility.
Final Thought
Goodles turned a pantry staple into a cultural moment. They didn’t do it with gimmicks or endless budgets. They did it by spotting a gap, telling a strong story, and delivering real value to a new kind of customer.
For business owners, the lesson is simple: You don’t need to change the world. Just find something people already love and make it better, smarter, and more relevant for the moment we’re living in now.
