Campbells is changing the name of its Goldfish crackers to appeal to adults

New York
CNN
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Goldfish crackers are synonymous with hungry kids, but the company is betting that a sophisticated name change could expand that audience.

Campbell’s announced Wednesday that snack brand Pepperidge Farm is adjusting its name for a limited time to “Chilean Sea Bass,” a more mature title. It’s part of a strategy to appeal to adults and reestablish its importance amid a broader decline in snacking after the peak of the pandemic.

Although it has been rebranded as a popular seafood menu item, the recipe and appearance of the snack do not change. The “more adult” name is “to reinforce that Goldfish Cookies aren’t just for kids,” Goldfish explained in a press release, noting the growth of trends popularized by Gen Z and millennials on TikTok such as making “girl dinners.”

“We know the goldfish is a lunch box icon, but the truth is, it’s loved by snack lovers of all ages. So, as a fun reminder, we’ve gone ahead and given our iconic cheddar biscuit a fun new name,” Danielle Brown, vice president of Goldfish, told CNN. “For adults.”

But Chilean sea bass snacks will not appear on the shelves: only branded bags exist Sold online initially Wednesday and for one week only. Goldfish reminds people that traditional branded bags are still available “now and always” at retailers nationwide.

In fact, the modified name is a nod to its roots. Pepperidge Farm launched Goldfish in the United States in 1962 and was initially targeted at adults as a bar snack. However, since the 1990s, goldfish have been sold as a children’s snack, with fun packaging.

This clever trick is a simple way to remind customers that Goldfish exists amid increasing competition from startups, according to Nate Rosen, founder of Goldfish. Quick checkouta newsletter that tracks consumer packaged goods trends.

“With so many new brands creating trendy, better-for-you versions of consumers’ favorite kids’ snacks, I think this is a clear indication that they need to be reminded of the beloved classics that inspired these copycats,” he told CNN.

Goldfish has expanded beyond mainstream crackers in recent years as part of Campbell’s campaign to make it a billion-dollar brand known not just for soup.

Last year, the company invested 160 million dollars At the Pepperidge Farm factory, which has increased production of fish-shaped crackers to meet increasing consumer demand. When completed later this year, the facility in Utah will be able to produce more than 5 million goldfish Per hour or 1500 Every second.

Goldfish has capitalized on its well-known name with more adult-pleasing varieties, including a version of potato chips called Crisps, spicier flavors featuring Old Bay and Frank’s RedHot sauce, and a larger brand called Mega Bites.

That helped push Campbell’s snack sales to grow 13% last year, even though other legacy food companies are focused on grabbing a bigger share of the snack market. value More than $200 billion, according to market research firm Circana.

Although snacking has declined since the pandemic-induced boom, it remains popular with cash-strapped adults. “There’s a broader consumer behavior around the idea of ​​’permissive indulgence’ where adults allow themselves to indulge in nostalgia or indulgent sweets,” Rosen told CNN, making Goldfish an ideal candidate for this trend.