Not Just for Kids: Goldfish Crackers Announces Name Change to Attract an Older Audience

Campbell’s, the owner of Pepperidge Farms, announced today that it would rename its iconic snack, Goldfish to attract a new audience. This comes about a month after Campbell’s dropped the “soup” from its name and changed it to The Campbell’s Company, so changes abound.

Goldfish will now be known as, you guessed it, Chilean Sea Bass. This may seem arbitrary, but there's actually a pretty clever joke hidden behind this rebrand. 

Chilean sea bass itself is one of the most successful rebrand stories of our time, considering the original name for this fish was Patagonian toothfish. Not as appetizing, eh?

Because of an apparent decline in snacking since the pandemic, Goldfish is hoping to reach a new audience with this name change: Adults and Gen Z. No doubt girl dinner has something to do with this.

Chilean Sea Bass crackers will only be exclusively available online this week (October 23 — October 30), with new bag drops every morning at 9 a.m. EST. Since they sold out in a flash today, you can expect the same thing to happen every morning. You can grab two bags for $7.38.

Goldfish has already debuted things like "Mega Bites" to attract an adult audience, not to mention collaborations with Old Bay, Hello Kitty, and Frank's Red Hot. 

And Lisa Loeb.

Much like "New Coke", and the oh-so-stupid IHOB, this is a limited time change and will probably serve as nothing more than a big source of confusion that nobody has fond memories of. Good luck with this one, Pepperidge Farms!

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