GOODLES Recognized on Bain & Company’s 2026 Insurgent Brands List

Bain’s list identifies the high-growth US consumer products companies reshaping their categories

SANTA CRUZ, Calif.--(BUSINESS WIRE)--For the second year in a row, GOODLES has been named to Bain & Company’s 2026 Insurgent Brands list, which identifies outperforming independent brands reshaping their categories in the fast moving consumer goods (FMCG) sector. GOODLES is one of 113 brands to make this year’s list.

“Being named to Bain’s Insurgent Brands list is a powerful validation that you don’t have to choose between making a product that fans love and making something actually good for,” said Jen Zeszut, CEO and co-founder of GOODLES. “From day one, we’ve been on a mission to make mac and cheese that earns its place in your pantry with incredible nutrition and unbelievable flavor, and this recognition tells us we’re onto something great.”

“Being named a Bain Insurgent Brand for two years in a row is incredibly exciting because it signals that even as GOODLES delicious-tasting, nutrient-packed mac becomes a mainstream staple in millions of pantries, our growth rate is not slowing down,” said Jen Zeszut, CEO and co-founder of GOODLES. “Bain Insurgents are generating the vast majority of the growth in their respective categories, and that is very true for GOODLES in mac and cheese. We’re proud to be delivering growth for our retail partners!”

Bain & Company defines insurgent brands as those that have generated more than $35 million of annual revenue in Nielsen IQ- tracked channels, have grown more than 10 times their category’s average growth rate over the past five years, and have maintained positive growth over the past two years. To qualify for Bain’s list, insurgent brands must be independent or have been acquired by a large consumer packaged goods company only within the past two years.

“We’ve now seen a decade of sustained momentum from insurgent brands driving exceptional growth and disruptive innovation in the consumer products sector, and this year is no exception,” said Charlotte Apps, executive vice president of Bain’s Consumer Products practice. “Looking ahead, we expect insurgents will continue to outgrow the market as health and wellness trends, retail dynamics, and technology further disrupt the industry.”

About GOODLES

GOODLES makes noodles, gooder. The brand launched in November 2021, born out of the idea that mac and cheese is a cornerstone of pleasurable eating and loved by all ages, yet often lacks nutrition and delicious and fun flavors. Made with a proprietary noodle recipe that looks, tastes, cooks, and chews just like the noodles we all love, GOODLES includes protein, fiber, prebiotics, and 21 nutrients from plants. Plus, it's a Low Glycemic Index food, has fewer calories, and is the first boxed mac and cheese to win the coveted Clean Label Purity Award. Located in Santa Cruz, CA, GOODLES is committed to giving away at least 1% of all products sold to organizations that address food insecurity. For more information on GOODLES, visit www.goodles.com.

About Bain & Company

Bain & Company is a global consultancy that helps the world’s most ambitious change makers define the future.
Across 65 cities in 40 countries, we work alongside our clients as one team with a shared ambition to achieve extraordinary results, outperform the competition, and redefine industries. We complement our tailored, integrated expertise with a vibrant ecosystem of digital innovators to deliver better, faster, and more enduring outcomes. Our 10-year commitment to invest more than $1 billion in pro bono services brings our talent, expertise, and insight to organizations tackling today’s urgent challenges in education, racial equity, social justice, economic development, and the environment. We earned a platinum rating from EcoVadis, the leading platform for environmental, social, and ethical performance ratings for global supply chains, putting us in the top 1% of all companies. Since our founding in 1973, we have measured our success by the success of our clients, and we proudly maintain the highest level of client advocacy in the industry.