A Pepperidge Farm rebrand is trying to make a popular kids snack look like you're adulting. According to parent Campbell's Company, Goldfish crackers will temporarily be called "Chilean Sea Bass," in a ploy to draw more adults into its snacking circle, and to boost snacking numbers overall that fell off after the pandemic, reports CNN. "We know Goldfish are a lunch box icon, but the truth is, they're loved by snackers of all ages," says Danielle Brown, VP of the Goldfish unit. "So, as a playful reminder, we went ahead and gave our iconic cheddar cracker a new, fun grown-up name."
USA Today notes that this rebranding is part of Pepperidge Farm's larger strategy of attracting older, more sophisticated customers, including with the introduction of a limited-version Goldfish seasoned with Old Bay spice. This limited "Chilean Sea Bass" run is truly limited: The promotion runs just through next Wednesday, and customers can purchase the rebranded bags of Goldfish online only, for $7.38 per two-pack. They're already all sold out for Thursday, so check back Friday starting at 9am ET. (More Goldfish stories.)
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