Goldfish (cracker)

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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 1958
Website Goldfish Fun

Goldfish are fish-shaped crackers manufactured by Pepperidge Farm, a division of the Campbell Soup Company. The crackers have been available in several varieties and, since 1997, 40% of the crackers contain a small imprint of an eye and a smile.[1] The brand's current marketing and product packaging incorporate this feature of the product: "The Snack That Smiles Back! Goldfish!", the slogan being reinforced by Finn, the mascot with sunglasses. The product is marketed as a "baked snack cracker" on the label with various flavors and varieties.


Originally invented by Oscar J. Kambly at Swiss biscuit manufacturer Kambly in 1958,[2] Goldfish snacks were introduced to the United States in 1962 by Pepperidge Farm founder Margaret Rudkin.[3][4][5] Young & Rubicam handled advertising Goldfish from 1998 until 2004 when Campbells brought in BrightHouse Live to handle the account.[6]


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

  • Original,[7] also known as Saltine. (Original was the first flavor developed by the Pepperidge Farm Co.)
  • 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)
  • Nacho
  • Queso Fiesta
  • White Cheddar
  • Sour Cream and Onion
  • BBQ
  • Rainbow
  • Cupcake
  • Whole Grain pretzel
  • Xplosive Pizza

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 [8]
  • Christmas (only available at Christmas)
  • Colors (same shape as original but different colors using natural colors, Colors: Yellow, orange, purple, red and green)
  • World Treasures
  • Space Adventures (colored)
  • Beach ball
  • Princess (colored pink)

(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
  • Cinabuddy Snack Bites

International distribution[edit]

Goldfish are exported and sold in countries around the world. In the UK, they are sold under the name "Finz",[9] 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-American), 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. [10]

"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)
  • Original

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. America gets its first taste of Goldfish crackers in 1962. Margaret Rudkin discovers the snack cracker on a trip to Switzerland and returns with the recipe. 
  4. ^ Dan Myers. "Things you didn't know about Goldfish crackers". Fox News. Retrieved 4 March 2016. 
  5. ^ Pepperidge Farm (Media Release) (10 January 2005). "Pepperidge Farm Goldfish Character Brought to Life in New Advertising Campaign; Television Spots Are First Chapter in Brand Update". Business Wire. Retrieved 4 March 2016. 
  6. ^ 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".
  7. ^ "Pepperidge Farm® - Goldfish® Crackers in Bags". Retrieved 2013-03-27. 
  8. ^ "Pepperidge Farm’s Goldfish Puffs launched in US." Progressive Media : 2. LexisNexus - Archives. Web. 12 Feb. 2015.
  9. ^ "Pepperidge Farms - International". Retrieved 3 June 2013. 
  10. ^ 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]