Goldfish Is Changing Its Name to Chilean Sea Bass—Here’s Why

The snack that smiles back is rebranding.

Goldfish, the fish-shaped cheddar crackers made by Pepperidge Farm, has temporary changed its name to Chilean Sea Bass in hopes of appealing to "sophisticated" adults who "think Goldfish are just for kids," according to the brand.

"Well, what if we called them Chilean Sea Bass?" an actor asked in a video shared to Goldfish's official Instagram account Oct. 23. "They look just like Goldfish, they taste just like Goldfish—except they're called Chilean Sea Bass."

As for exactly why Chilean sea bass was chosen out of all the fish in the sea? It could be because the fish is often served in fine-dining restaurants.

"We know the love for Goldfish spans all ages," vice president of Goldfish Danielle Brown said in a statement to Today. “Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too."

But don't worry, those who prefer the OG name can still find Goldfish snacks at most retailers. After all, crackers with the special Chilean Sea Bass packaging is only available from Oct. 23 to Oct. 30 on ChileanSeaBassCrackers.com.

The name change comes a month following Goldfish's parent corporation The Campbell's Company dropped "Soup" from its name after more than 155 years to reflect its massive portfolio of foods, including pretzels, chips, cookies and—yes—Goldfish crackers.

And some social media users are already onboard with Goldfish's new update.

"Very demure, very mature, very mindful, Chilean seabass," one fan quipped on Instagram, while another joked, "The sophistication is next level."

In fact, it's even making a splash with other marine-adjacent brands, with Swedish Fish's Instagram accounting commenting on Goldfish's page, "Is this for eel?"

StarKist Tuna added, "Who says snacks can’t grow up? Love the new look, CSB!"

(E! and Today are both part of the NBCUniversal family.)

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