Iconic Goldfish is Changing Its Name to “Chilean Sea Bass” to Sound More Adult-Like

In a surprising twist for snack lovers, Goldfish—the beloved, nostalgic cracker known for its fish-shaped charm—is getting a new name. Say goodbye to Goldfish and hello to… Chilean Sea Bass? Campbell's recent decision to rebrand its iconic snack seems to be aimed at a more mature audience, stirring up a mix of curiosity and confusion. So, what’s behind this bait-and-switch?

This latest rebranding move is no small shift. Goldfish, long associated with childhood lunches and playfully cheesy flavors, is an icon of casual snacking. But with the rise in adults turning to Goldfish as a low-calorie, low-stress treat, Campbell’s seems to be angling for a more “grown-up” appeal. Chilean Sea Bass, a name typically reserved for high-end dining, brings a touch of sophistication—perhaps too much, some would say, for a snack you can’t help but shovel by the handful.

Why Chilean Sea Bass?

Naming a snack after a prized fish might seem outlandish, but Campbell's choice of “Chilean Sea Bass” is about image elevation. This seafood delicacy, known for its luxurious reputation, seems an odd match for a crunchy cracker. But for adults who grew up with Goldfish, the rebranding may feel like a natural evolution. What was once a childhood favorite is now aiming for upscale snack aisles, aligning with trends of nostalgic foods marketed in “premium” ways.

Not everyone is ready to embrace this new name hook, line, and sinker. Social media reactions range from amusement to outright shock, with some fans expressing nostalgia for the original name and others applauding the playful twist. To many, Goldfish is Goldfish, no matter the label, and even “Chilean Sea Bass” won’t mask the nostalgia factor. Some wonder if the rebranding is simply a clever marketing stunt, one that’s more about sparking conversation than reinventing the product.

In an era where branding often blurs the line between highbrow and lowbrow, the Chilean Sea Bass name fits right in. From avocado toast to gourmet popcorn, it’s clear the snacking landscape has changed, and companies are betting that adults want more sophistication, even with their childhood treats. This rebranding taps into that trend, raising the question of whether other nostalgic foods will follow suit. Is there a future where other classics also get a high-end makeover?

Despite the sophisticated name change, Goldfish—now Chilean Sea Bass—retains the same flavor we know and love. But with this rebranding, Campbell’s has effectively given its snack a dual identity, allowing it to keep its fun-loving fan base while testing the waters with an adult rebrand. While the name may sound like something straight off a Michelin-starred menu, the spirit of Goldfish is still there, and for many, that’s what matters most.