GOODLES, the mac and cheese and pasta brand known for premium nutrition, adventurous flavors, and bold packaging, announced Chris Hall as its new chief financial officer. Hall is a seasoned financial executive with a track record of guiding companies from early-stage startups to Fortune 100 leaders. Most recently as CFO of Sovos Brands, he led that portfolio of CPG brands, which included Rao’s, through acquisition by Campbell’s for $2.7 Billion. He joins GOODLES as the brand enters a phase of unprecedented growth.
GOODLES has been making waves in the mac and cheese category since hitting shelves 2.5 years ago. Launched as a mac brand not just for kids anymore, GOODLES set out to grow the category by winning over a more sophisticated, health-conscious demographic with clean ingredients, protein, fiber, nutrients, and bold flavors. Its scrappy, playful marketing and rapid product launches have won over fans of all ages across the US, and it’s now driving most of the category’s growth.
Some GOODLES growth indicators, only 2.5 years after the brand’s retail debut:
● GOODLES sells one box every second, double last year’s rate.
● In 2023, GOODLES’ sales more than tripled YoY. This year, sales will more than double.
● More than $2M of GOODLES were bought at cash registers across the US last week alone; which is more than $100M run rate at retail.
● GOODLES’ sales are, on average, 67% incremental to the category – coming from net new customers buying mac and cheese for the first time. At one national Mass retailer, 81% of GOODLES shoppers are incremental to the category; at one Club retailer, it's 84% incremental. GOODLES is indeed bringing people back to Mac.
● GOODLES is now delivering higher dollar velocities (Average Weekly Dollars per Store Selling per Item) than 87-year-old Kraft and 35 year-old Annie’s.
● GOODLES is the #7 fastest-growing natural food brand in all of US grocery.
● Bain identified GOODLES as an Emerging Insurgent Brand, growing more than 10x faster than its category, indicating future Insurgent status.
● In the past 24 weeks, GOODLES dollar sales grew 137%, while all top brands in the category and the overall mac and cheese market declined.
Hall brings a wealth of experience to GOODLES. He led financial operations at Sovos Brands – home to iconic names like Rao’s, Michael Angelo’s, and noosa. There, he played a pivotal role in orchestrating a successful IPO and subsequent merger transactions, culminating in the company’s acquisition by Campbell’s earlier in 2024. Under his leadership, Sovos Brands saw its net sales soar over $1 billion, nearly 7x growth, with a 37.5% CAGR improvement. Prior to joining Sovos, Chris held financial leadership roles as CFO for Nutrabolt and PepsiCo, where he most recently served as CFO for Quaker Foods and Sabra Hummus. He consistently delivered strong financial results and growth initiatives, earning respect as a leader and becoming a sought-after advisor in the industry.
