CRACKER CHAOS: Goldfish changes iconic name after 66 years and fans slam new branding sounds like ‘April Fools Day’ joke

According to The Sun, Goldfish fans are scratching their heads after the beloved snack changed its iconic name for the first time in 66 years. The surprising rebranding has sparked confusion and skepticism among loyal consumers, many of whom are questioning if the announcement is some sort of elaborate April Fools’ Day prank.

A New Moniker: Chilean Sea Bass Crackers

The snack, long synonymous with childhood, will now be known as “Chilean Sea Bass Crackers.” This new branding aims to appeal to a more mature audience, specifically targeting Millennials and Gen Z snackers who seek flavors that resonate with their adult tastes, as reported by USA Today.

Danielle Brown, Vice President of Goldfish, stated, “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 met with enthusiasm. Fans took to social media to express their disbelief, with many suggesting that the announcement feels more like an April Fools’ Day joke.

One user tweeted, “This sounds like something you would do on April Fools’ Day.” Another commented on the brand’s Instagram post, “Is this a joke because what the actual heck?” A third fan chimed in, “Even as an adult, I’m never too old to eat Goldfish!”

A loyal Goldfish enthusiast remarked, “I probably wouldn’t want to eat a Chilean sea bass snack. I’m fine and proud to eat Goldfish.”

Promotional Offers and Future Releases

As part of the promotion, Goldfish lovers can purchase two bags of Chilean Sea Bass Crackers for $7.38 while supplies last. The company has teased “new drops of inventory” through October 30, creating a sense of urgency among consumers.

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Goldfish has previously tried 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, adding a spicy kick to the classic snack.

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

Will the Change Stick?

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