NewsGoldfish Crackers Are Now ‘Chilean Sea Bass’—Here’s Why

Goldfish Crackers Are Now ‘Chilean Sea Bass’—Here’s Why

Goldfish Crackers Are Now ‘Chilean Sea Bass’—Here’s Why

Courtesy Goldfish

Goldfish Crackers Are Now ‘Chilean Sea Bass’—Here’s Why

Courtesy Goldfish

Published on Oct. 24, 2024

The rebranded Goldfish crackers are meant to cater to the adults who enjoy this snack as much as kids.

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Everyone knows Goldfish, and it’s rare that anyone has a less-than-favorable view of this cheesy cracker. It’s a quintessential schoolyard snack that tends to remain a lifelong pantry staple: A 2023 survey on teens’ spending habits found that Goldfish are the most popular cracker among Gen Z consumers. But there’s one demographic that tends to keep their brand affinity quiet, and that’s adults. To make people over 30 feel comfortable declaring their love for Goldfish, Pepperidge Farm is rebranding its flagship cheese snack with a more sophisticated name: Chilean Sea Bass.

Starting this week for a limited time, customers can head to the Goldfish Chilean Sea Bass website and snag two bags with the new grown-up name. The product—which, by the way, is identical to classic Goldfish crackers—has been selling out online daily, but the site will refresh its supply at 9 a.m. Eastern each day through October 30 while supplies last. The company notes that this promotion is “a playful reminder to adult snackers (particularly those Gen Zers and Millennials) who grew up with Goldfish that the fish-shaped snack made with 100% real cheddar baked goodness is still a go-to choice.”

Goldfish unveiled their limited edition Chilean Sea Bass Goldfish.via goldfishsmiles/instagram

However, the press release also assures consumers that no one is required to purchase the crackers with the more “adult-sounding name.” Classic Goldfish will remain available throughout the Chilean Sea Bass run, so customers can decide for themselves just how sophisticated they want their snacking to be.

This isn’t the first effort by Goldfish to reach its older fan base—it’s just the most obvious one. In recent months, the brand has also connected with adults by releasing a suite of more assertive flavors, departing from the mild cheddar taste beloved by kids and venturing into the spicy (Frank’s RedHot), the briny (Spicy Dill Pickle) and the savory (Old Bay).

Additionally, limited-time-only name changes are a good way to generate press without changing the core product. As part of its 2023 Super Bowl campaign, M&M’s teamed up with comedian Maya Rudolph to announce the candy’s “rebrand” to Ma&Ya’s, only to give up the gag and “revert” to the original M&M’s logo. A temporary name change is also a headline-spurring way to point to new offerings, such as when IHOP changed its name to IHOb when it added burgers to the menu in 2018.

Thankfully, Goldfish isn’t trying to trick or troll us with its temporarily “upscale” Chilean Sea Bass rebrand. Instead, it’s trying to reach its most dedicated, under-the-radar customers for the first time.

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