Is it possible that the snack aisle is about to get a whole lot morefishy? Pepperidge Farm is boldly challenging the perception that Goldfish crackers are solely the domain of children, venturing into a rebrand that's turning heads and sparking conversation.

For generations, Goldfish crackers have been a staple in lunchboxes and a go-to snack for kids. Now, the Campbell Soup Company, the parent company of Pepperidge Farm, is making a calculated move to reel in a broader demographic. Their strategy? A surprising, albeit temporary, name change designed to resonate with Gen Z and millennial consumers, subtly reminding them that this nostalgic snack isn't just for the little ones. The company is aiming to transform the cheesy, smiling crackers into a permissible indulgence for adults, tapping into a market that's already showing a significant appetite for the product.

Attribute	Details
Brand	Goldfish Crackers (by Pepperidge Farm, a Campbell Soup Company subsidiary)
Product Type	Baked cheddar snack crackers
Rebranding Initiative	Temporary name change to "Chilean Sea Bass Crackers"
Target Audience	Gen Z, Millennials, and adults aged 30+
Reason for Rebrand	To reposition the snack as appealing to all generations, increase adult consumption, and capitalize on nostalgic appeal
Product Change	No change in recipe, appearance, or taste. Only the name is temporarily altered.
Sales Impact	Sales increased by 13% in 2023.
Production Capacity	New production line capable of producing 5 million Goldfish crackers per hour.
Marketing Campaign	Includes video content across platforms and collaboration with influencers like "Dude with Sign."
Limited-Time Offer	Two bags of "Chilean Sea Bass Crackers" available for $7.38 at chileanseabasscrackers.com (while supplies last)
Previous Flavor Innovations	Goldfish Franks RedHot Crackers (introduced in 2021), Old Bay Seasoning, Spicy Dill
Data Insights	Gen Zers are six times more likely to purchase the snack compared to other age groups (Euromonitor data). More than half of Goldfish buyers are adults (Campbell Soup data, citing Euromonitor and Circana).
Company Statement	"We know the love for Goldfish spans all ages," - Danielle Brown, Campbell Soup Company
Reference Website	Campbell Soup Company

The temporary rebrand to "Chilean Sea Bass Crackers" is a playful stunt intended to generate buzz and spark conversation, and (TNND) reported the iconic snack item is going through this rebrand in hopes to expand its target audience. As Pepperidge Farm announced that for a limited time, Goldfish will be known as Chilean Sea Bass, the reaction has been mixed, ranging from amusement to outright disbelief. Some critics have dubbed it the "dumbest stunt of the year," while others see it as a clever marketing ploy designed to get people talking. Regardless of the opinion, one thing is certain: the name change has successfully put Goldfish crackers back in the spotlight.

According to the company, the "much more adult" name is meant to "remind" Gen Z and millennial customers that the nostalgic snack is intended for all generations. Danielle Brown of Campbell Soup Company stated, We know the love for Goldfish spans all ages. This sentiment is supported by data; Euromonitor data indicates that Gen Zers are six times more likely than any other age group to purchase the craveable snack, and Campbell Soup noted that more than half of Goldfish buyers are grownups. This data underscores the existing appeal of the snack among adults, making the rebrand a strategic move to further solidify that demographic.

The beauty of this campaign is its simplicity. Despite rebranding as a popular seafood menu item, the recipe and appearance of the snack arent changing. The chilean sea bass crackers are the same cheddar snacks everyone knows and loves, just updated with a new (and temporary) name. Fans of the snack staple dont need to worry about this rebrand, though chilean sea bass crackers look just like goldfish, and taste just like goldfish, because they are, at their core, still goldfish. The pepperidge farm snack will still feature its baked cheddar crackers, formed in the shape of a fish with a smile drawn on the side. The only difference is the packaging and the name printed on it.

This isnt the first time Goldfish has experimented with new flavors and marketing strategies to attract a wider audience. In 2021, the brand introduced the Goldfish Franks RedHot crackers through a partnership with the Pepperidge Farm brand. The snack combined classic hot sauce ingredients like vinegar and spices to deliver a fiery kick. More recently, the brand has also released Old Bay seasoned crackers and spicy dill Goldfish flavors, catering to adult palates with more adventurous tastes.

The current rebrand comes as Goldfish continues to experience significant growth. Chris Foley, president of the snacks division, noted in September that the snack has seen 50% net sales growth in five years. Sales were up around 13% in 2023, and Campbell Soup built a new Goldfish production line to produce a massive number of crackersfive million goldfishevery hour. This expansion indicates the brand's confidence in its continued success and its commitment to meeting growing demand.

The decision to temporarily rebrand as "Chilean Sea Bass" also aligns with broader trends in consumer behavior. The name change emphasizes Goldfishs nostalgic appeal while also aligning with millennial and Gen Z tendencies such as permissible indulgence. By associating the snack with a more sophisticated name, Pepperidge Farm is attempting to elevate its image and appeal to consumers who are looking for a guilt-free treat.

However, not everyone is convinced that the rebrand is a stroke of genius. Some critics argue that it's a misguided attempt to fix something that isn't broken. They believe that the appeal of Goldfish lies in its simplicity and nostalgia, and that trying to make it something it's not could backfire. One dissenting voice derisively proclaimed that Goldfish crackers has just rolled out the dumbest stunt of the year. Others suggest that the snack for toddlers is temporarily rebranding itself to chilean sea bass crackers in a supposed attempt to appeal to adults when in reality, all they are doing is getting people to talk about goldfish crackers for a few days.

Despite initial skepticism about the recent rebranding, villanova students remain fiercely loyal to goldfish, viewing the changes as an interesting statement piece that is worthy of conversation. This highlights the snacks enduring popularity and its ability to spark dialogue, even among those who question the rationale behind the rebrand.

The company is actively promoting the rebrand through various channels. This new campaign, which includes a video across all platforms and a collaboration with the influencer Dude With Sign, shows the intent to capture a younger audience as they humorously acknowledge the snack's widespread appeal. For a limited time, at least. Goldfish lovers of all age groups can order two bags of chilean sea bass crackers for $7.38 while supplies last as of wednesday at chileanseabasscrackers.com. The company teased new drops of merchandise alongside the rebranded crackers.

The central question remains: can a simple name change truly alter consumer perception and drive sales? Only time will tell if this bold move will pay off for Pepperidge Farm. One this is for sure, the goal of the rebrand is to show consumers that Goldfish, they're not just for kids at least, that's what the Campbell's company wants you to think with its recent rebrand and the rebrand is in hopes of reaching adults after a decline in snacking after the pandemic.

The snack that smiles back is rebranding to remind gen z and millennial customers that the nostalgic snack is intended for all generations. For a limited time, Goldfish will be known as "Chilean Sea Bass," hoping to appeal to adult snackers and increase its competitiveness. Instead of appealing to the typical kid of a consumer for the cheddar cracker, the pepperidge farm snack is going for a more sophisticated image with a (temporary) new name. As Goldfish explained in a press release that the much more adult name is to make people over 30 feel comfortable declaring their love for goldfish.