Americans have developed a near-insatiable craving for protein. That's led large food manufacturers like PepsiCo to come up with new formulas that prominently feature the popular macronutrient. ...

- So we've each had our copious amount of coffee just before coming on, and I feel like it's appropriate to ask you based on the body of your work, what you had for breakfast. - Coffee. - Coffee.All right, well, you know, CEOs take note. You heard it from Marion Nestle herself. - I'm not a breakfast eater.- Oh my goodness. We're gonna have to come back to that 'cause that feels significant. Let's get started with, you know, the other news of the day, which is, you know, the final version of Secretary Kenned ...

Product & Health Focus - Goodles aims to be a healthier reimagining of mac and cheese, incorporating extra protein, fiber, prebiotics, and nutrients from plants [1] - The product is formulated to taste delicious, masking the added nutritional elements [2] - Goodles targets adults who enjoy mac and cheese but seek healthier options, aiming to expand the category rather than compete directly [5] - The product contains both high protein and fiber, catering to health-conscious consumers [6][7] Market & Growth - Goodles identified a market opportunity by targeting adults, unlike competitors focused on children [4][5] - The brand's colorful packaging is designed to appeal to a broad audience, not just health enthusiasts [10][11] - Goodles is experiencing rapid growth, selling a box every half-second [12] - The company accounts for approximately 79% of the growth in the mac and cheese category [13] - Goodles has added approximately 24 million households in the last 12 months, equating to roughly 78 million people [13] Investor Perspective - Initially, many VCs and investors considered Goodles a "terrible idea" due to its unconventional packaging [9]