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Campbell Soup’s Goldfish crackers are optimistic the temporary name change will get more adults interested in the billion-dollar brand popular with children.
The company is changing the name of its 62-year-old cracker to a fish theme. Chilean Sea Bass is a product that the packaged food giant promotes under a more adult name. more than half goldfish Buyer is an adult Citing Euromonitor and Circana data, Campbell Soup noted that Gen Z adults are six times more likely to purchase snacks than other age groups..
“We know love goldfish Danielle Brown, vice president of Golfish, said in a statement: ““Chilean sea bass is a playful nod to adults, pointing out that the iconic fish-shaped snack is also suitable for adult tastes.”
limited edition Chilean sea bass products are sold online only. Retailers will continue to sell the crackers under the Goldfish name.
Campbell Soup has been using different textures, bolder flavors and limited-time offerings to create its new Goldfish product aimed at adult shoppers.
In 2022, it launched Mega Bites, goldfish crackers that are 50% larger than the original and available in flavors such as Sharp Cheddar and Jalapeno Cheddar. The brand then pivoted to limited-time Goldfish with the introduction of Dunkin’ Pumpkin Spice Grahams and Frank’s RedHot crackers, the latter of which became a permanent fixture on store shelves in January.
Arguably the biggest innovation came last December, when Campbell introduced potato chip-inspired crisps under the Goldfish banner. The fluffy snack is the first goldfish in the history of snacks made from potatoes.
Goldfish’s roots go back to Pepperidge Farm founder Margaret Rudkin, who launched goldfish crackers in the United States in 1962 after discovering a similar snack while on vacation in Switzerland. It wasn’t until four years after the cracker’s debut that the iconic cheddar cheese flavor was introduced.
Campbell Soup is no stranger to name changes. Last month, the 155-year-old New Jersey-based company said the maker of chips, sauces, cookies and beverages would drop “soup” from its name to show that its future includes more than its signature dishes. Shareholders will be asked to vote on the changes in November.
