Campbell Soup's Goldfish Cracker is temporarily changing its name to highlight its adult appeal

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Campbell Soup's Cracker Goldfish is optimistic that a temporary name change will attract more adults to the $1 billion brand that's popular with kids.

The company is changing the 62-year-old cracker's name to “fish-themed.” Chilean sea bass, which the food giant touts as an adult-sounding nickname. More than half of them Goldfish Buyers are adults and Generation Z adults are six times more likely to purchase the snack than any other age group, Campbell Soup found, citing data from Euromonitor and Circana.

“We know the love for Goldfish spans all ages,” Danielle Brown, vice president of Golfish, said in a statement. “Chilean Sea Bass is a playful nod to adults, showing that the iconic fish-shaped snack is also suitable for adult tastes.”

The limited edition The range of Chilean sea bass is only sold online. Retailers will continue to sell crackers bearing the Goldfish name.

Campbell Soup has used different textures, bolder flavors and limited-time offers to develop new Goldfish products aimed at adult shoppers.

In 2022, the company launched Mega Bites, Goldfish crackers that are 50% larger than the original and come in flavors such as Sharp Cheddar and Jalapeno Cheddar. The brand later pivoted to Goldfish's limited-time offering with the introduction of Dunkin' Pumpkin Spice Grahams and Frank's RedHot crackers, with the latter becoming a permanent fixture on store shelves in January.

Arguably the biggest innovation came last December, when Campbell's launched potato chip-inspired chips under the Goldfish banner. The Puffy Snack is the first goldfish in snack history to be made from potatoes.

Goldfish's roots go back to Pepperidge Farm founder Margaret Rudkin, who launched Goldfish crackers in the United States in 1962 after discovering a similar snack while vacationing in Switzerland. It wasn't until four years after the crackers' debut that the iconic cheddar cheese flavor was introduced.

Campbell Soup is no stranger to name changes. Last month, the 155-year-old New Jersey-based company announced it was dropping “soup” from its name as the maker of chips, sauces, cookies and drinks wants to show that its future includes more than just its trademark. Shareholders will be asked to vote on the change in November.