A startup brand is rapidly expanding its market share in a legacy market dominated by large corporations. This strategy may seem foolhardy, but it's the macaroni and cheese brand Goodles that has succeeded .
Just three years after its launch in 2022, sales have reached approximately 10 billion yen (70 million dollars) and the company has already captured 6% of the market share. Goodles' macaroni and cheese, which previously sold at a rate of one per second, has recently grown to a rate of three per second, making it one of the food startups currently attracting attention in the United States.