Goldfish crackers are getting a new name: Chilean Sea Bass Crackers. USA TODAY
The snack that brings joy has a fresh new identity. Goldfish crackers, a favourite among snack lovers, are temporarily changing their name to Chilean Sea Bass Crackers, as announced on Wednesday. This fun rebranding is part of a strategy to attract more adult consumers, particularly Millennials and Gen Z.
Goldfish has always been known for its playful and whimsical image, but the company recognizes that its audience has grown. “We know the love for Goldfish spans all ages. Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too,” said Danielle Brown, the Vice President of Goldfish, in a recent news release. This new name reflects the brand's intent to appeal to a more mature demographic while maintaining its playful roots.
Starting Wednesday, fans of all ages can purchase two bags of these Chilean Sea Bass crackers for $7.38 at ChileanSeaBassCrackers.com, while supplies last. The brand also teased that more inventory will be released through October 30, encouraging fans to grab them before they are gone.
This name change isn’t just a gimmick; it’s part of a broader effort by Goldfish to reach adult snackers. The company has been experimenting with new flavours in recent years to attract an older audience. For example, they introduced the OLD BAY Seasoned Crackers, which are designed to enhance seafood dishes with a blend of 18 herbs and spices. This flavour addition was a clear indication of the brand's desire to resonate with adult tastes.
In addition, Goldfish has partnered with the Pepperidge Farm brand to create Goldfish Frank’s RedHot Crackers, combining the beloved flavour of classic hot sauce with the familiar Goldfish shape. “The No. 1 requested flavour for Goldfish was hot and spicy,” explained Janda Lukin, Chief Marketing Officer of Campbell Snacks. “This flavour is for the older, mature audience, who requested and can handle the heat.” Such flavours signify a deliberate shift to cater to adult preferences, proving that Goldfish crackers are not just for children anymore.
The playful change to Chilean Sea Bass Crackers is expected to spark interest among adults looking for snacks that fit their tastes. By offering a more sophisticated option, Goldfish hopes to redefine its brand image while keeping its loyal customers engaged. The approach reflects a growing trend where traditional snacks are reinvented to attract a wider range of consumers.
As Goldfish continues to expand its market presence with unique flavours and engaging branding, it remains to be seen how this new name will resonate with fans. The excitement around this temporary change and the flavours that follow may just solidify Goldfish's place in the hearts—and snack cabinets—of adults everywhere.
