Goldfish is rebranding the yummy treats at Chilean Sea Bass. The fish which rebranded itself.
From its beginning as a snack served in small bowls in bars across Canada and the US, the orange treat has evolved into a must have staple for parents. Looking to reconnect with their roots, they are now rebranding (temporarily) the name. Here is some quirky information about the Goldfish snack name change.
“We know the love for Goldfish spans all ages,” Danielle Brown, vice president of Goldfish, said in a statement. “Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too.”
The petite snack was created as an act of love by Oscar J. Kambly II for his beloved wife who was a Pisces. He was part of Swiss baking company and created the original fish. Margaret Rudkin, the founder of Pepperidge Farm, acquired the rights to the Goldfish trademark, shape, and recipe while on vacation in Switzerland. Margaret was pioneer in healthy foods.
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In 1961, Ruskin sold Pepperidge farm to The Campbell Soup Company and became their first female board member. Campbell’s launched Goldfish crackers in North America in 1962. Today, about $1 billion of them are sold which equals about 142 billion little fish.
The Goldfish rebrand parallels a prior fish rebrand. The fish known today as Chilean Sea Bass is actually the Patagonian Toothfish, a deep-sea species found in the cold waters of the Southern Ocean. In 1977, Lee Lantz, an American seafood merchant, discovered this fish at a Chilean port. Recognizing its potential but realizing that its unappealing name and appearance would be a tough sell, Lantz ingeniously rebranded it as “Chilean Sea Bass”.
The rebranding was a resounding success. Chilean Sea Bass quickly became a favorite in upscale restaurants across the United States and Canada. Chefs appreciated its versatility, mild taste, and melt-in-your-mouth texture, which makes it ideal for various dishes.
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The renaming is a way to recapture an adult audience. The little fish has even gone to outerspace. The Space Shuttle Discovery in 1988 brought some to space giving them a worldly air.
Known for being innovative, Goldfish has mixed up their offerings occasionally offering limited time flavor such as Flavor Blasted, Whole Grain, and even limited-edition Dunkin’ Pumpkin Spice Grahams. There openness to mixing is has lead to them being As of 2024, the fastest-growing cracker brand.
