Why Did Goldfish Change Its Name To ‘Chilean Sea Bass’?

Goldfish has thrown everyone for a loop with its latest surprise move—temporarily rebranding as “Chilean Sea Bass.” Aimed squarely at Millennials and Gen Z, the brand wants us to keep snacking with them well into adulthood. By giving their cheesy crackers a fancy name makeover, they’re playfully asking us to grow up without sacrificing that classic taste. Because nothing says “refined” quite like trading a Goldfish for a Chilean Sea Bass, right? And as the new packaging promises, it’s just a new “adult-sounding name, same Goldfish taste!”

But before you think Goldfish is permanently ditching its name, don’t worry—it’s just a playful, limited-time stunt. If you’re curious about the “adult snacking” packaging, head over to ChileanSeaBassCrackers.com to snag a bag. You can grab two bags of the Chilean Sea Bass crackers for $7.38 while supplies last. Each day, fans can check the site for availability of these limited-edition bags until October 30 at 9 a.m. ET.

According to a statement shared with Food & Wine, “The name change to Chilean Sea Bass is a playful reminder to adult snackers (particularly those Gen Zers and Millennials) who grew up with Goldfish that the fish-shaped snack made with 100% real cheddar baked goodness is still a go-to choice.” 

One question still haunts me: why didn’t they use white cheddar to match the real Chilean Sea Bass? Fun fact—when this gray-scaled fish is filleted, cooked, and plated, it turns into a mouthwatering white dish. Guess we’ll never know, but that’s not stopping me from checking the website tomorrow to try my luck at scoring a bag!