Good Foods Group

What Good Foods Group does

Good Foods Group, LLC is a privately held, family-owned U.S. consumer packaged goods company that manufactures refrigerated guacamole, dips, salsas, spreads, and plant-based snacks. Founded in 2007 and headquartered in Pleasant Prairie, Wisconsin, the company operates its own High Pressure Processing (HPP) line in-house, a non-thermal preservation technology that allows it to deliver fresh-tasting, preservative-free products with extended shelf life — a core technical differentiator from competitors that outsource HPP to third-party tollers. Its product portfolio spans chunky and spicy guacamole, avocado mash and salsa, dairy dips (e.g., Buffalo Style Chicken Dip, Feta Cucumber Tzatziki, Caramelized Onion Gruyère), dairy-free and Top 9 Allergen Free variants (e.g., Dill Pickle Chip Dip, Plant-Based Spicy Queso Blanco), and single-serve Grab & Go packs, retailed primarily at $4.49–$9.99 unit price points.

The company sells primarily through mainstream U.S. retail — national chains Costco and Target, regional grocers Kroger, Publix, Sprouts, and Food Lion, and wholesale club BJ's — with supplementary distribution via Amazon, its own DTC site (shop.goodfoods.com), and a foodservice website launched in 2021. It also operates in Canada and reaches consumers through experiential marketing (the annual Dip Into Summer tour), sports and lifestyle partnerships (Chicago Bears, Seltzerland), and earned media in publications such as Good Housekeeping and Men's Health. Founder Kurt Penn remains CEO, with a formal Board of Directors added in 2024, and the business is supported by approximately 101–250 employees. Revenue, valuation, and external funding are not disclosed in the source data.

Name

Good Foods Group

Legal name

Good Foods Group, LLC

Website

https://goodfoods.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Good Foods Group is a privately held U.S. CPG company that manufactures refrigerated guacamole, dips, salsas, and plant-based snacks using in-house High Pressure Processing technology, distributed nationally through Costco, Target, Kroger, Publix, and other major retailers.

Ownership category

akta.pro rank

Product category

Refrigerated Dips and Guacamole

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Fruit and Vegetable Canning, Pickling, and Drying (31142), Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Refrigerated Dips & Spreads (Cream Cheese, Hummus, Salsa, Guacamole) (CRADACAG)

akta.pro secondary industries

Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Refrigerated dips
• Guacamole products
• HPP processed foods
• Plant-based dips
• Avocado spreads

Headquarters

HQ city

Pleasant Prairie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Distribution: Revenue generated from selling finished consumer packaged goods through national retail chains (Costco, Target), regional grocers (Kroger, Publix, Sprouts, Food Lion), and wholesale clubs (BJ's). Products sold at standard retail price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels9 records

Core offering

Good Foods Group manufactures and sells refrigerated, HPP-processed (High Pressure Processing) guacamole, dips, spreads, avocado mash, and salsas under the Good Foods brand. Products are preservative-free, better-for-you snacks distributed nationally through major retailers and wholesale clubs, with additional direct-to-consumer e-commerce sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Chunky Guacamole Refrigerated HPP-processed guacamole in 7oz format at MSRP $4.99, made with hand-scooped ripe avocados for health-conscious consumers seeking better-for-you snacking options.
• Spicy Southwest Style Guacamole Refrigerated HPP-processed guacamole with Southwest-style spicing, targeted at consumers seeking bold flavors in convenient ready-to-eat form.
• Avocado Mash Convenient ready-to-spread avocado mash designed for toast, pita, and quick snacks; positioned as 'avo-on-the-go' for consumers wanting avocado in portable form.
• Avocado Salsa Refrigerated avocado-based salsa combining avocado with traditional salsa ingredients, for consumers wanting a healthier, avocado-forward dip option.
• Feta Cucumber Tzatziki Dip Refrigerated dairy dip combining feta cheese and cucumber tzatziki flavors; part of the real dairy, real flavor product range.
• Caramelized Onion Gruyere Dip Refrigerated real dairy dip combining caramelized onion and Gruyere cheese, marketed to consumers seeking bold, chef-inspired dairy dips.
• Avocado Green Goddess Dip Refrigerated avocado-based dip featuring Green Goddess flavor profile, positioned as a new featured product for health-conscious consumers.
• Garden Party Dip Refrigerated dairy dip positioned for parties and gatherings, in the new and featured product lineup.
• Buffalo Style Chicken Dip Refrigerated protein-based dip combining buffalo flavor, real cheese, and tender chicken, positioned for game day spreads, sliders, and snack occasions.
• Plant Based Dips Line Refrigerated plant-based dip line made from cauliflower and cashews, available in five flavors (Queso, Tzatziki, Avocado Pesto, Creamy Cilantro, Buffalo Cauliflower) for vegan and health-conscious consumers.
• Plant-Based Spicy Queso Blanco Plant-based spicy queso blanco-style dip made with cauliflower, almonds, cashew butter, and chia protein; vegan, Non-GMO Project verified, 40 calories per serving.
• Grab & Go Snack Packs Convenience-focused single-serve snack packs pairing HPP-processed dip with corn tortilla chips in 2.5-ounce portions, in Plant-Based Queso Dip and Chunky Guacamole varieties.
• Dairy Free Roasted Garlic Dip Plant-based, dairy-free roasted garlic dip made with garlic, tahini, and lemon; vegan, gluten-free, no added sugar, 70 calories per serving, available at select Target stores.
• Dill Pickle Chip Dip Cauliflower-based chip-inspired dip in dill pickle flavor; Top 9 Allergen Free, available at Target stores nationwide at MSRP $4.49.
• Pumpkin Spice and Cranberry Jalapeño Seasonal Dips First limited-edition seasonal dairy dips: Pumpkin Spice Dairy Spread & Dip (8 oz., MSRP $5.99) and Cranberry Jalapeño Dairy Spread & Dip (9 oz., MSRP $5.99; 24 oz., MSRP $9.99).

Quantifiable outcome

• Partnership with Chicago Bears 'Game Day is Guac Day' campaign reaches millions of sports fans during high-engagement occasions
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered core and minor.

• Chicago BearscoreGTM or Marketing Partner · 1 January 2024Chicago Bears partnership for the 'Game Day is Guac Day' campaign, aligning guacamole consumption with football game day occasions to drive brand awareness and sales during high-engagement sports events.
• SeltzerlandcoreGTM or Marketing Partner · 1 January 2024Official National Guacamole Partner for Seltzerland events, positioning Good Foods products at the intersection of better-for-you snacking and the hard seltzer consumer demographic.
• Dandy (Duda Farm Fresh Foods)minorGTM or Marketing Partner · 1 January 2024Good & Dandy Sweepstakes promotion with Dandy (Dandy Farm Fresh Foods), creating a co-marketing campaign to drive consumer engagement and brand visibility through prize incentives.
• Brighter BitescoreOthers · 1 January 2024'Sack Hunger' campaign partnership with Brighter Bites and college football programs, addressing food insecurity while building brand goodwill through sports and community engagement.
• No Kid HungrycoreOthers · 1 January 2024Charitable mission partnership with No Kid Hungry, supporting the organization's goal to end childhood hunger through donations and awareness campaigns.
• San Diego Hunger CoalitionminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting the organization's hunger relief efforts in the San Diego region.
• Hunger FightminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting hunger relief initiatives.
• Second Harvest Food Bank of Central FloridaminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting the Central Florida community.
• HOPE AtlantaminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting the Atlanta region's food insecure population.
• Harvest Hope Food BankminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting the South Carolina community.
• Every MealminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting child hunger relief programs.
• Beyond HungerminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting the local community's food security needs.
• Kenosha County Food BankminorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting the Wisconsin community where Good Foods is headquartered.
• Feeding San DiegominorOthers · 1 January 2024Food bank partnership from the Dip Into Summer tour, with product donations supporting San Diego's food insecure population.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wholly Guacamole: Wholly Guacamole is the leading branded refrigerated guacamole in U.S. retail, offering preservative-free, hand-scooped avocado products using similar HPP-adjacent processing—making it Good Foods Group's most direct head-to-head competitor in guacamole.
• Fresh Cravings: Fresh Cravings sells refrigerated salsas, hummus, and dips in club and grocery channels nationwide (including Costco), directly competing with Good Foods' refrigerated dip and salsa portfolio in the same set of national retailers.
• Yucatan Foods: Yucatan Foods produces refrigerated guacamole and avocado-based products sold in mass grocery and club stores, making it a close direct peer in refrigerated avocado-based dips and spreads.
• Sabra Dipping Company: Sabra is the dominant U.S. refrigerated hummus and dip brand (PepsiCo/Strauss Group JV), selling through the same major retail chains and competing for the same refrigerated deli shelf space that Good Foods targets with its dips and spreads.

Emerging players

• Hope Foods: Hope Foods is a smaller refrigerated dip brand focused on hummus, salsa, and plant-based dips with HPP processing—competing in the same natural and better-for-you refrigerated dip category as Good Foods Group.
• Lantana Foods: Lantana Foods produces refrigerated hummus, bean dips, and salsas sold in natural and conventional grocery channels—an emerging competitor overlapping with Good Foods' refrigerated dips and spreads line.

Broad incumbents

• Trader Joe's (Private Label Guacamole/Dips): Trader Joe's sells in-store refrigerated guacamole and dips as private label, representing a broad incumbent pressure on branded refrigerated dip pricing and shelf positioning at the consumer level.
• Simple Truth (Kroger Private Label): Kroger's Simple Truth organic/better-for-you private label includes refrigerated dips, guacamole, and hummus, creating direct shelf competition with Good Foods products in Kroger stores.
• Sabra Salsa & Guacamole Range: Beyond hummus, Sabra/PepsiCo distributes refrigerated salsas and guacamole through major U.S. retail, leveraging substantially larger marketing budgets to compete with Good Foods across the full refrigerated dip category.

Others

• Duda Farm Fresh Foods (Dandy): Duda Farm Fresh Foods (Dandy) is a produce supplier and co-marketing partner of Good Foods Group (Good & Dandy Sweepstakes), supplying fresh vegetables for dip products and serving as a strategic adjacency in the supply chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goodfoodsgroup
• Facebookfacebook.com/GoodFoodsGroup
• Instagraminstagram.com/goodfoods
• TikToktiktok.com/@goodfoodsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Foods Group