Good Culture Scores $500M Valuation as Cottage Cheese Boom Accelerates

Good Culture, a cottage cheese manufacturer, has reached a major milestone with a valuation exceeding $500 million following a private equity investment from L Catterton. The deal reflects explosive growth in the once-overlooked dairy category, which has captured the attention of younger consumers and mainstream retailers alike. The company’s transformation reveals how strategic marketing and social media trends can revitalize traditional food categories in unexpected ways.

From Diet Food to TikTok Sensation

Good Culture’s sales surged nearly 300% over the past three years, significantly outpacing the overall cottage cheese industry’s 60% growth during the same period. The shift stems largely from TikTok’s influence, where younger consumers have embraced cottage cheese in creative applications ranging from protein-packed pancakes to smoothie recipes. What was once marketed exclusively as diet food for older generations has evolved into a trendy, health-conscious staple for Gen Z and millennial audiences.

Strategic Investment to Meet Demand

The L Catterton investment enables Good Culture to expand production capacity and fulfill rapidly growing retailer orders. Co-founder and CEO Jesse Merrill acknowledged that the company has struggled to maintain adequate supply amid soaring demand. The timing proves opportune, as new federal dietary guidelines released this week by the Trump administration emphasize increased protein consumption, potentially accelerating cottage cheese’s market momentum even further. This alignment of consumer trends, retail demand, and government nutritional guidance positions Good Culture for continued expansion in 2026.