Goldfish changes name to Chilean Sea Bass to attract adults [Video]

NEW YORK — 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.”

“We know Goldfish are a lunchbox icon, but the truth is, they’re loved by snackers of …