Goldfish is introducing the first gluten-free version of its smiling cheese crackers, highlighting a move by big food companies to bring more core brands to consumers with dietary restrictions.
The Campbell's Company said the gluten-free option, which will roll out to retailers nationwide in November, is one of the most requested innovations in the brand's history.
“We’ve heard from many families who love Goldfish but haven’t always been able to enjoy them together, and that feedback stayed with us,” Tiphanie Maronta, senior vice president of Goldfish Crackers, said in a statement. “We wanted to take the time to make sure every detail — from the taste and texture to the iconic shape— was true to Goldfish.”
Approximately 30% of the U.S. population actively seeks gluten-free options, according to Market Research Future data cited by Campbell's. Globally, 16% of consumers have purchased products catered to dietary conditions, according to Innova Market Insights, underscoring growing demand for customized innovations.
As more consumers prioritize their health and wellness, snack giants have looked to keep up with better-for-you and dietary specific innovations. Earlier this year, Mondelēz introduced a gluten-free version of Cheez-It crackers, with the company saying it was also a highly requested innovation from consumers.
The new options for Goldfish come as owner Campbell's puts the brand at the center of efforts to turn around its snacking business. Executives said on an earnings call in June that the brand has stabilized following earlier declines, but is still down by 1% to 2%.
Todd Cunfer, Campbell's CFO, said the brand will be "key" to improving margins, noting Goldfish is the "biggest and most profitable piece of the snacks portfolio."
Part of the efforts to revitalize Goldfish is larger, more impactful innovation, according to CEO Mick Beekhuizen, instead of "having a broad proliferation of small innovations."
"[We will] go bigger on certain pieces of innovation and make sure that we support them so that they truly become meaningful for the brand," Beekhuizen said.
