Dive Brief:
- Goldfish is diving into one of the biggest food trends with a protein-fortified version of the fish-shaped cracker, according to brand owner The Campbell’s Company.
- The new Goldfish has 6 grams of protein per serving and is available in cheddar and pizza flavors. The crackers will debut at Walmart and other grocery stores in October before expanding to retailers nationwide in early 2027.
- Protein continues to be in high demand among U.S. consumers, with 48% of adults saying they seek more of the nutrient in their diets, second only to vegetables, according to Circana’s Eating Patterns in America report.
Dive Insight:
As demand for protein increases, food makers are seemingly including it in everything they can in order to boost sales and position products as healthier. PepsiCo’s Doritos, Kraft Heinz’s Mac & Cheese, J&J Snack Foods’ Super Pretzels and Mars’ Eggo waffles are just a few of the popular brands that have launched extensions with protein. Campbell’s is just the latest company to enter the space.
“Protein has become a bigger priority for many families, whether it's after school, between activities or on the go,” Tiphanie Maronta, senior vice president of Goldfish Crackers, said in a statement. “Goldfish made with 6g of Protein is our way of meeting that need with a snack that's both delicious and familiar.”
After years of admitting it did not do enough to innovate the 64-year-old brand to keep it relevant, particularly among older consumers, Campbell’s has been aggressively innovating the $1 billion Goldfish platform. Last month, Goldfish introduced the first gluten-free cheddar and reformulated whole grain versions of its smiling cheese crackers.
Mick Beekhuizen, Campbell’s CEO, noted in an earnings call earlier this month that Goldfish is seeing "encouraging progress” despite consumption declines in the company's salty snack business. Beekhuizen expressed confidence that efforts to position the brand as a family-friendly snack, in combination with the launch of a new marketing campaign, innovations and refreshed packaging, will benefit Goldfish over the long term.
