Goldfish Is Changing Its Name But Here's Why It Won't Catch On

The Campbell's Company (née: Campbell's Soup) name change isn't the only shake-up going on lately. The parent company of food brand Pepperidge Farm announced on October 23 that its beloved sea-themed snack of Goldfish crackers was getting a cheeky — albeit temporary — new name, starting immediately. From now until the end of October, "Chilean Sea Bass" crackers will be sold online only, with customers having the opportunity to purchase a two-bag pack for the reasonable price of $7.38. After the 30th, Chilean Sea Bass crackers will be no more, as this is a limited-time offer. 

It's easy to be mystified by the promo event, especially considering that the crackers in question look exactly the same as they did previously: orange, a bit blobby, and inexplicably smiling. What's more, regular Goldfish will still be sold in stores. So, what's the point? 

The Chilean Sea Bass crackers are meant to hook — see what we did there? — adults, who are often eschewed in the fish-shaped crackers' marketing in favor of toddlers. The message is clear: adults can, and should, enjoy Goldfish just as much as their little ones. Danielle Brown, Vice President of Goldfish, said in a statement that, "Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too" (via USA Today).

While other nostalgic snacks have been gone for so long that you forgot they existed, Goldfish are a favorite with staying power. The brand has not been shy about courting adult consumers as of late, with distinct, unique flavors aimed at mature palates like Spicy Dill Pickle and Old Bay.

It's interesting to note that, in 1962, when Goldfish was first rolled out, Pepperidge Farm initially intended the fish-shaped crackers to be a bar snack ... for adults. Nowadays, members of the Gen Z and millennial generations who grew up with Goldfish in their school lunches are re-embracing the cheesy munchable in grown-up preparations, like the viral "girl dinner" trend and even knowing takes on charcuterie boards that include crackers, fruit, and nuts.

Everything about the 1990s is hot again, so it's a safe bet that Pepperidge Farm and The Campbell's Company will score a home run with the nostalgic Chilean Sea Bass cracker gimmick. Signs are already promising, as on the first day of sales, the crackers had already sold out for the day. They will be released in fresh batches at 9:00 a.m. EST every day through October 30th.