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Goodles, the viral better-for-you mac and cheese company, has named food industry veteran Chris Hall as its new chief financial officer. Hall, who previously served as CFO of Sovos Brands, led a portfolio of CPG brands, including Rao’s, through its acquisition by Campbell Soup for $2.7 billion. The company is experiencing unprecedented growth, with sales more than tripling in 2023 and on track to double this year. As Goodles looks to expand into more households, Hall’s focus will be on brand momentum.
Goodles launched in 2021 with a more nutritious boxed mac and cheese product incorporating protein and fiber into its noodles. The company is now expanding into more categories after introducing its first deluxe product line last month. Hall emphasized the similarities in strategizing for a small startup like Goodles compared to his previous role at Sovos, particularly in dealing with retailers and brand positioning. He highlighted the level of customer enthusiasm for Goodles’ products and noted the successful expansion of their customer base with each new product line.
During his time at Sovos Brands, Hall oversaw the acquisition by Campbell Soup Company, allowing for the addition of various products to the CPG’s portfolio. While Goodles is still focused on household penetration, Hall sees similarities in the growth strategies of both businesses, particularly in leveraging word of mouth, social media, and retail marketing tactics.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
