Goldfish Introduces First Gluten-Free Cheese Crackers
Goldfish is making waves with the launch of their first gluten-free version of their iconic smiling cheese crackers. This move by big food companies to cater to consumers with dietary restrictions is a step in the right direction.
The Campbell’s Company announced that the gluten-free option, set to hit retailers nationwide in November, is one of the most requested innovations in the brand’s history.
“We’ve listened to the feedback from families who love Goldfish but haven’t always been able to enjoy them together, and that resonated with us,” said Tiphanie Maronta, senior vice president of Goldfish Crackers. “We wanted to ensure that every detail – from the taste and texture to the iconic shape – stayed true to Goldfish.”
Around 30% of the U.S. population actively seeks gluten-free options, according to Market Research Future data cited by Campbell’s. Globally, 16% of consumers have purchased products tailored to dietary conditions, highlighting the increasing demand for customized innovations.
With more consumers prioritizing health and wellness, snack giants are striving to keep up with better-for-you and dietary-specific innovations. Mondelēz recently introduced a gluten-free version of Cheez-It crackers in response to consumer demand.
The introduction of new options for Goldfish aligns with Campbell’s efforts to revamp its snacking business. Despite earlier declines, executives mentioned in an earnings call in June that the brand has stabilized but is still down by 1% to 2%.
Todd Cunfer, Campbell’s CFO, emphasized that Goldfish will play a key role in improving margins, as it is the biggest and most profitable piece of the snacks portfolio.
CEO Mick Beekhuizen highlighted the focus on impactful innovation for Goldfish’s revitalization, stating, “We will prioritize larger, more impactful innovation over a broad proliferation of small innovations to ensure they truly make a difference for the brand.”