Quirky information about the Goldfish snack name change

Goldfish renames the tasty treats at Chilean Sea Bass. The fish that changed its name.

From its origins as a snack served in small bowls in bars across Canada and the United States, the orange snack has grown into an essential parenting staple. In order to get back to their roots, they are now (temporarily) renaming the name. Here's some quirky information about the Goldfish snack name change.

“We know that the love for Goldfish spans all ages,” said Danielle Brown, vice president of Goldfish, in a statement. “Chilean Sea Bass is a playful nod to adults, showing that the iconic fish-shaped snack is also suitable for adult tastes.”

The little snack was created by Oscar J. Kambly II as a token of love for his beloved wife, a Pisces woman. He was part of a Swiss baking company and created the original fish. Margaret Rudkin, the founder of Pepperidge Farm, acquired the rights to the Goldfish brand, shape and recipe while vacationing in Switzerland. Margaret was a pioneer of healthy foods.

In 1961, Ruskin sold Pepperidge Farm to the Campbell Soup Company and became its first female board member. Campbell's released Goldfish crackers in North America in 1962. Today, about $1 billion of it is sold, which is equivalent to about 142 billion small fish.

The renaming of Goldfish corresponds to an earlier renaming of Fish. The fish now known 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 fishmonger, discovered this fish in a Chilean port. Recognizing its potential, but realizing its unattractive name and appearance would be a hard sell, Lantz ingeniously renamed it “Chilean Sea Bass.”

The rebranding was a complete success. Chilean sea bass quickly became a favorite in fine dining restaurants throughout the United States and Canada. Chefs appreciated its versatility, mild flavor and melt-in-your-mouth texture, making it ideal for various dishes.

Rebranding is a way to win back an adult audience. The little fish even flew into space. The Space Shuttle Discovery in 1988 launched some of these into space, giving them a worldly feel.

Known for its innovation, Goldfish has occasionally expanded its offerings with limited-time flavors like Flavor Blasted, Whole Grain, and even limited-edition Dunkin' Pumpkin Spice Grahams. Their openness to blends has led to them being the fastest growing cracker brand as of 2024.