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GOODLES, the mac and cheese and pasta brand known for premium nutrition, adventurous flavors, and bold packaging, has appointed Chris Hall as its new chief financial officer. Hall is an experienced financial executive with a proven track record of guiding companies from early-stage startups to Fortune 100 leaders. Most recently serving as CFO of Sovos Brands, he led a portfolio of CPG brands, including Rao’s, through acquisition by Campbell’s for $2.7 Billion. Hall joins GOODLES as the brand embarks on a period of significant growth.
GOODLES has been disrupting the mac and cheese category since its introduction to the market 2.5 years ago. Positioned as a mac brand catering to a more sophisticated, health-conscious demographic, GOODLES has been attracting fans of all ages across the US with its clean ingredients, protein, fiber, nutrients, and innovative flavors. The brand’s clever marketing strategies and rapid product releases have positioned it as a key driver of growth within the category.
Key indicators of GOODLES’ growth, just 2.5 years after its retail debut, include:
● GOODLES is now selling one box every second, doubling the sales rate from last year.
● In 2023, GOODLES witnessed a sales increase of over triple year-over-year, with sales expected to more than double this year.
● Last week alone, more than $2 million worth of GOODLES products were purchased at retail stores across the US, resulting in a more than $100 million annualized retail run rate.
● Approximately 67% of GOODLES’ sales are incremental to the category, stemming from new customers trying mac and cheese for the first time. At specific retailers, this incrementality is even higher – reaching 81% and 84% in certain cases. GOODLES is successfully expanding the mac and cheese consumer base.
● GOODLES is achieving higher dollar velocities than industry stalwarts like Kraft and Annie’s, indicating strong consumer demand for the brand.
● Ranked as the #7 fastest-growing natural food brand in US grocery stores, GOODLES has been identified by Bain as an Emerging Insurgent Brand, poised for significant growth and disruption within the category.
● In the past 24 weeks, GOODLES has experienced a 137% growth in dollar sales, while other top brands in the category have declined.
With his extensive background in finance, Hall brings valuable expertise to GOODLES. Having overseen financial operations at Sovos Brands, which includes well-known names like Rao’s and noosa, he played a pivotal role in leading the company through a successful IPO and subsequent merger transactions, culminating in its acquisition by Campbell’s earlier this year. Under his leadership, Sovos Brands achieved significant growth, with net sales exceeding $1 billion, representing nearly 7x growth and a 37.5% CAGR improvement. Prior to Sovos, Hall held financial leadership positions at Nutrabolt and PepsiCo, serving as CFO for Quaker Foods and Sabra Hummus. Known for delivering strong financial results and driving growth initiatives, Hall is widely respected as a leader and a trusted advisor in the industry.
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Emil Kovács graduated from the Journalism program at Eötvös Loránd University in Hungary. During his journalism studies, he focused on data journalism, investigative reporting, and multimedia storytelling. He gained experience by writing for the university’s student newspaper, where he gained attention for his articles on social issues. After graduation, Emil began working as a reporter at a European news agency, where he conducts in-depth analyses of international news and current events.
