Goldfish crackers will soon be rebranded with a new name to sound “more adult,” the brand announced Wednesday — and it’s making waves in the snack world.
The Snack That Smiles Back will be temporarily named “Chilean Sea Bass” as Pepperidge Farm seeks to widen Goldfish’s net of potential customers, particularly in the adult demographic, according to the Campbell’s Company, CNN reported.
Goldfish is changing its iconic name — for the ‘more adult’ snack lover https://t.co/uBhauBcJMu pic.twitter.com/lgSjEAqzZP
— New York Post (@nypost) October 23, 2024
Goldfish said the “much more adult” name is meant to “reinforce that Goldfish crackers are not just for kids,” according to the outlet. The brand emphasized viral TikTok trends like making “girl dinners” — or a hodgepodge of snack foods women may eat when dining alone — as the reason for the rebrand.
“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,” Vice President Danielle Brown of Goldfish told CNN.
The Chilean Sea Bass name is not a finality. Traditionally branded Goldfish bags will continue to be available on store shelves “now and always,” the undersea snack brand emphasized, the outlet reported. Bags labeled Chilean Sea Bass will only be available for purchase online for one week starting Wednesday. (RELATED: Kmart To Shut Down Last Full-Scale Store)
Goldfish were originally launched in 1962 as a bar snack for adults, CNN noted. Only in the 1990s did the brand pivot and market Goldfish as a playfully packaged snack for children.
“With so many new brands creating trendy-looking and better-for-you versions of consumers’ favorite childhood snacks, I think it’s a clear indication that they need to be reminded of their beloved classics that inspired these copycats,” Express Checkout founder Nate Rosen told CNN.
The Daily Caller has reached to to the Campbell’s Company for comment but has not yet received a response.