When you think of childhood snacks, a few things may come to mind. Maybe you were a die-hard Dunakaroos kiddo. Perhaps you were a Gogurt girlie through and through. Lunchables may have been a staple in your diet. One ubiquitous snack that has arguably stood the test of time, though, is Goldfish. The salty, orange cracker remains a household name some sixty-odd years after their initial release, with spin-off varieties including Crisps, Grahams, Extreme, and Flavor Blasted (the commercials still live rent-free in my head). So, if Goldfish are so iconic, why TF is the brand changing its name?
What are Goldfish going to be called now?
For the first time ever, Goldfish is officially renaming its iconic Cheddar crackers. As of October 23, Goldfish’s iconic Cheddar crackers will now be known as Chilean Sea Bass – but only for a limited time. Fans of the snack staple don’t 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. Except now they’re called Chilean Sea Bass, which is much more ~adult~.
TL;DR: the Goldfish crackers you know and love will have the same look, same taste, and same nostalgia factor, but with a swanky new name and packaging to match.
Why is Goldfish rebranding?
Though it’s marketed towards kids, Goldfish is not just for kids (as evidenced by the gallon in my apartment pantry), and the brand has known this for some time. According to surveys from the brand, Over 50% of Goldfish buyers are adults, and Gen Z adults are 6x more likely than any other age group to purchase the craveable snack.
“We know the love for Goldfish spans all ages,” says Danielle Brown, Vice President of Goldfish. “Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too.”
The name change to Chilean Sea Bass 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 for snacking. The brand’s recent releases – including Goldfish OLD BAY Seasoned Crackers and Goldfish Frank’s RedHot Crackers – were also created with adult palates in mind.
So, what’s happening with Goldfish and Chilean Sea Bass?
Starting October 23rd, snackers can visit ChileanSeaBassCrackers.com to purchase two bags of Chilean Sea Bass crackers for $7.38 while supplies last. Fans can expect new drops of inventory on the website daily through October 30th at 9:00am EST. But, there’s no need to panic. Those who can’t get their hands on the limited-edition Chilean Sea Bass crackers can still purchase traditional Goldfish Cheddar crackers at retailers nationwide – now and always.