How Jen Zeszut Built Goodles by Out-Weirding Industry Giants

What if your biggest competitive advantage wasn’t outspending your CPG rivals, but out-weirding them?

In this episode of Adspeak by ADWEEK, host Rebecca Stewart sits down with Jen Zeszut, CEO and founder of Goodles, to explore how a bootstrapped startup transformed one of the most established categories in grocery retail. 

Jen shares why taste, not health claims, became the foundation of the brand, how bold creativity helped Goodles compete against industry giants, and why taking calculated risks often delivers bigger rewards than playing it safe. 

The conversation covers building a mission-driven culture, creating marketing that sparks attention and conversation, and scaling a business without relying on traditional agency support. 

Jen also reveals the unconventional tactics that helped Goodles win retail distribution, grow rapidly, and turn mac and cheese into a cultural phenomenon while staying focused on joy, purpose, and innovation. 

What You’ll Learn:

• How to identify billion-dollar opportunities in “sleepy” categories
• The “Lead with Yum” principle for health-forward products
• Why you must out-weird competitors when you can’t out-spend them
• How to build a category-growth motion, not just share-stealing
• The operational mandate for scaling creative culture
• How to navigate retail without industry connections

About the Guest:

Jen Zeszut is the founder and CEO of Goodles, the fast-growing CPG brand reinventing the mac and cheese category through bold branding, nutritional innovation, and unconventional marketing. 

A seasoned business leader and product marketer, she has more than 15 years of experience driving brand growth, launching products, and leading high-performing teams. 

Having founded four companies across software and consumer goods, Jen combines creative thinking with strategic execution to build mission-driven brands that challenge convention and deliver extraordinary results.