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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. The Pepperidge Farm snack brand is tweaking its name for a limited time to "Chilean Sea Bass," a more grown-up title, the Campbell's Company announced Wednesday. It's part of a strategy to attract adults and reestablish its relevance amid a broader decline in snacking following a pandemic peak. Despite rebranding as a popular seafood menu item, the recipe and appearance of the snack aren't changing. Goldfish explained in a press release that the "much more adult" name is to "reinforce that Goldfish crackers are not just for kids," pointing to the growth of trends popularized by Gen Z and Millennials on TikTok such as making "girl dinners."
Hawaii and Arizona just don't care.