Goldfish (snack)

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This article is about the brand of snack crackers. For other uses, see Goldfish (disambiguation).
Goldfish Crackers
Owner Pepperidge Farm
Country USA, originally Switzerland
Introduced November 10, 1969
Website Goldfish Fun

Goldfish are fish-shaped biscuits manufactured by Pepperidge Farm, a division of the Campbell Soup Company. The crackers are available in several varieties and since 1998, only 40% of the crackers contains a small anthropomorphic imprint of an eye and a smile.[1] The brand's current marketing and product packaging incorporates this feature of the product: "The Snack That Smiles Back! Goldfish!", and the slogan is also reinforced by the mascot, named Finn, who wears sunglasses.


Originally invented by Oscar J. Kambly at Swiss biscuit manufacturer Kambly in 1960,[2] Goldfish snacks were introduced to the United States in 1969 by Pepperidge Farm founder Margaret Rudkin.[3] Young & Rubicam handled advertising Goldfish from 1998 until 2004 when Campbells brought in BrightHouse Live to handle the account.[4]


Goldfish come in many varieties. (see below for Flavor Blasted varieties): (there are 39 different flavors)

  • Original,[5] also known as Saltine.
  • Cheddar
  • Whole Grain Cheddar
  • Parmesan
  • Pretzel
  • Pizza
  • Ranch
  • Baby (Miniature crackers)
  • Grahams (Honey, Cinnamon, Chocolate, Vanilla, S'mores Adventures, Cocoa Adventures, Vanilla Cupcake, Cookies n Cream, Chocolate Chip, French Toast, Strawberry Shortcake, Honey Bun)
  • Gouda
  • Nacho
  • Queso Fiesta
  • X-Treme Pizza
  • White Cheddar
  • Sour Cream and Onion
  • BBQ
  • Cupcake
  • Whole Grain pretzel

Rainbow, fudge brownie, Mix ups (pretzel and cheddar X-Treme), Puffs (cheddar bacon, mega cheese, salsa con queso, buffalo wing, twisted grilled cheese, sizzlin' hot wings, BBQ), Cheeseburger, X-Treme zingy chile lime, X-treme screamin' hot,

Different shapes and colors[edit]

These different-shaped Goldfish are all Cheddar flavored:

  • Puffs - launched in the United States in 2013 [6]
  • Christmas
  • World Treasures
  • Space Adventures (colored)
  • Beach ball

Colors: Yellow, orange, purple, red and green.

(There are also different Goldfish mixtures; which are two flavors combined.)

Discontinued products[edit]

  • PhysEdibles
  • Giant Sandwich Crackers
  • Giant Goldfish
  • Sandwich Snackers
  • Garden Cheddar
  • Flavor Blasted Grahams

International distribution[edit]

Goldfish are exported and sold in countries around the world. In the UK, they are sold under the name "Finz",[7] but the product is identical.


Pepperidge Farm has created several spin-off products including Goldfish Sandwich Crackers, Flavor-Blasted Goldfish, Goldfish bread, multi-colored Goldfish (known as Goldfish Colors), and Baby Goldfish (which are smaller than normal). There are also seasonably available color-changing Goldfish, colored Goldfish (come in a variety pack). There was reportedly once a line of Goldfish cookies in vanilla and chocolate; chocolate has reappeared in the "100 calorie" packs.

Goldfish noodles also can be found in Campbell's chicken noodle, tomato, and meatball soup. The Goldfish shaped noodles in the tomato soup have been discontinued.

Legal issues[edit]

In 1999, Campbell Soup Co.'s Pepperidge Farm won a court case involving Nabisco's cracker that resembled Goldfish. The court ordered Nabisco to refrain from using the goldfish shape and to recall all their products that included the fish shape. [8]


  • 1992–1997: Gone Goldfishing (what the original Goldfish theme song ends with)
  • 1997–2000: One Snack That's Okay To Get Hooked On
  • 2000–2001: Catch the Goldfish!
  • 2001–present: The Snack That Smiles Back! Goldfish!

"Flavor-Blasted" varieties[edit]

There are several common varieties of Flavor-Blasted Goldfish as well as three varieties in selected locations as well as Pepperidge Farm store locations.

  • Xtra Cheddar (formerly Xtreme Cheddar Cheese)
  • Xplosive Pizza
  • Nothing But Nacho
  • Bursting BBQ Cheddar
  • Jalapeño Cheese (No longer available)
  • Blazing Buffalo Wings (selective)
  • Cheddar Pretzel (Pretzel Goldfish with a dusting of Xtra Cheddar seasoning – Available in certain regions of Canada)
  • Salt and Vinegar (Available in certain regions of Canada)
  • Atomic BBQ (Available in certain regions of Canada)
  • Monstrous Mozzarella Stick
  • Racing Ranch (Formerly Radical Ranch and Kicking Ranch)
  • Slamming Sour Cream & Onion
  • Wild White Cheddar
  • Smoking BBQ
  • Xtreme Cheddar & Sour Cream (No longer available)

Flavor Blasted Grahams[edit]

  • Xtra Chocolatey
  • Vanilla Cupcake
  • S'mores
  • French Toast
  • Fudge Brownie

See also[edit]


  1. ^ "Our History: 90's: A Decade of Firsts". Pepperidge Farm. Retrieved 27 October 2011. 
  2. ^ "Goldfish - the Original". Kambly SA. Retrieved 2014-07-21. 
  3. ^ "Our History". Pepperidge Farm. Retrieved 27 October 2011. 
  4. ^ Elliott, Stuart. The New York Times, November 24, 2004, "Campbell Soup is looking beyond its big agency for ideas to pump up the sales of Goldfish".
  5. ^ "Pepperidge Farm® - Goldfish® Crackers in Bags". Retrieved 2013-03-27. 
  6. ^ "Pepperidge Farm’s Goldfish Puffs launched in US." Progressive Media : 2. LexisNexus - Archives. Web. 12 Feb. 2015.
  7. ^ "Pepperidge Farms - International". Retrieved 3 June 2013. 
  8. ^ Bloomberg, News. "Pepperidge Farm wins appeal in cracker dispute; Federal judge rules that Nabisco cannot sell goldfish-shaped snacks." Milwaukee Journal Sentinel 01 Sept. 1999: 2. NewsBank - Archives. Web. 12 Feb. 2015.

External links[edit]