Goldfish Changes Name After 66 Years, Fans Call New Branding an ‘April Fools Day’ Joke

According to The Sun, Goldfish fans are left scratching their heads as the beloved snack brand changes its iconic name for the first time in 66 years. The unexpected rebranding has sparked confusion and skepticism among loyal consumers, with some questioning whether the announcement is an elaborate April Fools’ Day joke.

A New Name: “Chilean Sea Bass Crackers”

The snack, which has long been associated with childhood nostalgia, is now being marketed as “Chilean Sea Bass Crackers.” The new branding aims to attract a more mature audience, specifically targeting Millennials and Gen Z snackers who are seeking flavors that resonate with adult tastes, according to USA Today.

Danielle Brown, Vice President of Goldfish, explained, “We know the love for Goldfish spans all ages. Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too.”

Mixed Reactions from Fans

However, the rebranding has not been warmly received. Fans have taken to social media to express their disbelief, with many suggesting that the announcement feels more like a prank. One user tweeted, “This sounds like something you would do on April Fools’ Day,” while another commented, “Is this a joke because what the actual heck?”

A devoted Goldfish fan added, “Even as an adult, I’m never too old to eat Goldfish!” Another fan expressed their reluctance to try the new flavor, stating, “I probably wouldn’t want to eat a Chilean sea bass snack. I’m fine and proud to eat Goldfish.”

Promotional Offers and Urgency

In response to the rebranding, Goldfish enthusiasts can purchase two bags of Chilean Sea Bass Crackers for $7.38, while supplies last. The company has hinted at “new drops of inventory” through October 30, creating a sense of urgency among consumers eager to try the new offering.

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Goldfish has previously made attempts to attract adult consumers with limited-edition flavors, including Old Bay Goldfish, which features a blend of 18 herbs and spices, and a collaboration with Frank’s RedHot that added a spicy kick to the classic snack.

Future Directions

“The No. 1 requested flavor for Goldfish was hot and spicy,” noted Janda Lukin, chief marketing officer for Campbell Snacks, emphasizing the brand’s efforts to cater to a more mature audience.

While the introduction of Chilean Sea Bass Crackers may signal a bold new direction for Goldfish, it remains to be seen whether this move will resonate with the brand’s loyal fanbase or leave them feeling adrift in a sea of confusion.