Goldfish are chasing a new crowd: adults

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Pepperidge Farm, which makes the biscuits, is launching a new line of treats called Goldfish Mega Bites aimed at appealing to adults. Mega Bites come in two flavors: Sharp Cheddar and Cheddar Jalapeno.

Mega Bites biscuits, larger than a traditional goldfish, are now available for a suggested retail price of $2.69 per 5.9 ounces. Bag.

Campbell Soup (extracorporeal circulation)The company that owns Pepperidge Farm said sales of snacks rose 5% in 2020, thanks in part to goldfish. Goldfish sales continued to grow in the third quarter of this year — even as Campbell’s other products fell. Campbell hopes that Mega Bites will inject more growth into the strong Goldfish brand by expanding its appeal.

“Nostalgia has and will continue to play a role in snacking and providing comfort, especially over the past two years,” Campbell Snacks chief marketing officer Janda Lukin told CNN Business. Many people grow up eating goldfish – offering a new way to experience their beloved snack.”

Ripe flavors and cocktail pairings

Pepperidge Farm launched Goldfish in the United States in 1962. At first, the snacks were aimed at adults: In the early days, Lukin says, cookies were marketed as bar snacks. She points out that Julia Child used to pair goldfish with her upside-down martinis.

However, goldfish have been marketed as a children’s snack since the 1990s. But adults never stop eating them.

In fact, “about 47 percent of goldfish buyers have no children at home,” Lukin said. “Using this opportunity, our mission is to grow our audience and become a beloved brand for adults,” she said.

To appeal to adult consumers, goldfish have been experimenting with spicy flavors.

This spring, Goldfish teamed up with Franks’ RedHot to launch a limited-time hot sauce-flavored Goldfish line. And in September, it launched another limited-time spicy flavor, Jalapeño Popper. This product was launched in collaboration with JNCO, the maker of super wide jeans popular in the ’90s, for an added nostalgic twist.

Goldfish has also been returning to its roots, suggesting that cocktails be paired with its signature tapas. A recent video posted to the brand’s TikTok page shows Graham eating a goldfish vanilla cake while sipping an espresso martini.

“We’ve heard that many adult goldfish consumers love cookies and their favorite adult beverage,” Lukin said. “We worked with chefs to develop ways to pair different types of goldfish perfectly with different beverages.” (She points out that Mega Bites shouldn’t be a bar snack. Instead, it’s designed to be a “hand-to-mouth chewy snack.” )

Campbell isn’t the only brand catering to consumers with nostalgia. Pepsi (politically exposed person) Recently brought back Crystal Pepsi for a limited time, and McDonald’s (MCD) Hi-C returned to restaurants last year after a nearly four-year hiatus.



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