Campbell Soup’s Goldfish cracker is hoping to appeal to a wider audience by temporarily changing its name to the fish-themed Chilean Sea Bass. This rebranding is aimed at attracting more adult consumers to the beloved $1 billion brand that has traditionally been popular with children.
Danielle Brown, Vice President of Goldfish, emphasized that the love for the iconic snack spans across all age groups. The new name, Chilean Sea Bass, is a playful way to signal to adults that this fish-shaped snack is also tailored to grown-up tastes.
The limited-edition Chilean Sea Bass offering will be exclusively available for purchase online, while retailers will continue to sell the classic Goldfish crackers. Campbell Soup has been experimenting with different textures, bold flavors, and limited-time offerings to introduce new Goldfish products targeted towards adult consumers.
In recent years, the brand has introduced innovative products such as Mega Bites, larger Goldfish crackers with flavors like Sharp Cheddar and Jalapeno Cheddar. They have also launched seasonal varieties like Dunkin’ Pumpkin Spice Grahams and Frank’s RedHot crackers, the latter of which has become a permanent addition to store shelves.
A significant milestone for Goldfish was the introduction of potato chip-inspired crisps in December, marking the first time the snack has been made with potato. The roots of Goldfish can be traced back to Pepperidge Farm founder Margaret Rudkin, who first brought the crackers to the U.S. in 1962 after discovering a similar snack in Switzerland.
Campbell Soup, a company with a 155-year history, has also recently announced plans to drop “soup” from its name. This strategic move aims to showcase the company’s diverse product portfolio, which includes chips, sauces, cookies, and beverages. Shareholders will vote on this proposed name change in November.