Goldfish Crackers rebrand to 'Chilean Sea Bass' to reach out to adults

[Marshy]

Grownup want a cracker? There’s no shame in munching on Goldfish Crackers. But if you’re feeling sheepish, you can call them “Chilean Sea Bass.”

 

 

Pepperidge Farm is now selling the familiar cheddar snacks of your childhood under this tongue-in-cheek name to show that they’re not just for kids. This quirky move, developed by the agency Mischief @ No Fixed Address, is part of the Campbell Soup Company’s broader effort to remind Millennials and Gen Z that Goldfish is for all ages.

 

 

Though the packaging may sport a more “grown-up” title, the crackers inside remain unchanged—same bright orange fish shapes, same cheddar flavor, same smile.

 

 

 

 

 

 

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A post shared by The official Goldfish® brand (@goldfishsmiles)

 

 

Luckily, this fishing for adults’ attention is temporary. Chilean Sea Bass crackers are only available online until October 30, retailing in two-packs for $7.38.

 

 

 

While the nostalgic favorite remains exactly the same, the upscale naming gives permission for adults to embrace their inner snacker without feeling like they’re raiding the kids’ lunch boxes.

 

 

 

• https://www.independent.co.uk/life-style/food-and-drink/goldfish-crackers-chilean-sea-bass-new-name-b2634674.html 
• https://www.foodandwine.com/goldfish-chilean-sea-bass-name-change-8730533 
• https://www.usatoday.com/story/money/food/2024/10/23/goldfish-chilean-sea-bass/75786004007/ 

 

 

Images: Goldfish Smiles