Popular Children’s Snack “Goldfish” Plans To Change Its Name

The popular children’s snack Goldfish by Pepperidge Farm is changing its name for a limited time.

Pepperidge Farm has announced it will temporarily change the popular cheesy cracker snack from Goldfish to Chilean Sea Bass.

Campbell’s Company, which owns Pepperidge Farms, announced the name change was used to attract adults to the snack.

The company shared they are “reinforcing that Goldfish crackers are not just for kids.”

Goldfish is tired of being thought of as a kid's snack

It's rebranding to "Chilean Sea Bass" for a limited time to drum up interest from adults

They grow up so fast pic.twitter.com/UMwBDTrkX6

— Morning Brew ☕️ (@MorningBrew) October 23, 2024

Here’s what CNN reported:

Goldfish crackers are synonymous with hungry kids, but the company is betting that a sophisticated name change could expand that audience.

The Pepperidge Farm snack brand is tweaking its name for a limited time to “Chilean Sea Bass,” a more grown-up title, the Campbell’s Company announced Wednesday. It’s part of a strategy to attract adults and reestablish its relevance amid a broader decline in snacking following a pandemic peak.

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Despite rebranding as a popular seafood menu item, the recipe and appearance of the snack aren’t changing. Goldfish explained in a press release that the “much more adult” name is to “reinforce that Goldfish crackers are not just for kids,” pointing to the growth of trends popularized by Gen Z and Millennials on TikTok such as making “girl dinners.”

“We know Goldfish are a lunchbox icon, but the truth is, they’re loved by snackers of all ages. So, as a playful reminder, we went ahead and gave our iconic cheddar cracker a new, fun, grown-up name,” Danielle Brown, vice president of Goldfish, told CNN.

But the Chilean Sea Bass snacks won’t appear on shelves: Bags featuring the branding are only being sold online beginning Wednesday and just for one week. Goldfish reminds people that the traditionally branded bags are still available, “now and always,” at retailers nationwide.

In fact, the tweaked name is a nod to its roots. Pepperidge Farm launched Goldfish in the United States in 1962 initially aimed at adults as a bar snack. Since the 1990s, however, Goldfish has been sold as a snack for kids, with playful packaging.

Dumbest Stunt Of The Year: Goldfish Crackers Temporarily Rebrands To 'Chilean Sea Bass' To Appeal To Adults — https://t.co/bUuluBnkwChttps://t.co/bUuluBnkwC

— BroBible (@BroBible) October 23, 2024

The beloved Goldfish crackers new name will temporarily be Chilean Sea Bass Crackers, the brand announced Wednesday. https://t.co/QZujs7ytjn

— Seacoastonline.com (@seacoastonline) October 23, 2024

Per Sea Coast Online:

The snack that smiles back has a new name.

The beloved Goldfish cracker’s new name will temporarily be Chilean Sea Bass Crackers, the brand announced Wednesday.

The name change comes as the brand aims to expand its appeal toward adult snackers, including Millennials and Gen Z adults, the company announced.

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“We know the love for Goldfish spans all ages. Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too,” Goldfish Vice President Danielle Brown said in a news release.

Goldfish lovers of all age groups can order two bags of Chilean Sea Bass crackers for $7.38 while supplies last as of Wednesday at ChileanSeaBassCrackers.com. The company teased “new drops of inventory” through Oct. 30.