(MCD) returned Hi-C to restaurants last year after a nearly four-year hiatus. (PEP) recently brought back Crystal Pepsi for a limited time, and McDonald’s Instead, it’s designed as a “hand-to-mouth munchable snack.”)Ĭampbell is not the only brand leaning on nostalgia to satisfy consumers. “We worked with our chefs to develop some ways to perfectly pair different types of Goldfish with different beverages.” (Mega Bites, she noted, is not supposed to be a bar snack. “We’ve heard anecdotally that many adult Goldfish consumers enjoy the crackers alongside their favorite adult beverage,” Lukin said. One recent video posted to the brand’s TikTok page showcased eating Goldfish Vanilla Cupcake Grahams while sipping an espresso martini. Goldfish has also been returning to its roots by suggesting cocktail pairings with its signature snack. That item launched in partnership with JNCO, maker of the the extra-wide jeans popular in the ’90s, to up the nostalgia factor.

And in September, it introduced another limited-time spicy flavor, Jalapeño Popper. In the spring, Goldfish teamed up with Franks’ RedHot on a limited-time hot-sauce flavored line of Goldfish. To appeal to grown consumers, Goldfish has been experimenting with spicy flavors. “Capitalizing on this opportunity, we’ve been on a mission to expand our audience and become a beloved brand for adults,” she said. In fact, “about 47% of Goldfish buyers don’t have children in their household,” said Lukin. Since the 1990s, however, Goldfish has been marketed as a kids’ snack. Julia Child, she noted, used to pair Goldfish with her upside-down martinis. At first, the snacks were targeted toward adults: Early on, the crackers were marketed as a bar snack, said Lukin. Pepperidge Farm launched Goldfish in the United States in 1962. “With Mega Bites, we’re giving adult consumers - many of whom grew up eating Goldfish - a new way to experience their beloved snack.” “Nostalgia has and continues to be huge with snacking and providing a sense of comfort, especially the past two years,” Janda Lukin, Chief Marketing Officer at Campbell Snacks, told CNN Business. Campbell hopes Mega Bites will help inject even more growth into the powerful Goldfish brand by broadening its appeal. In the third quarter of this year, Goldfish sales continued to grow - even as other Campbell products declined.

(CPB), which owns Pepperidge Farm, said that in 2020 sales of snacks jumped 5%, thanks in part to Goldfish. Goldfish Mega Bites are marketed to adults.

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