Campbell Takes Goldfish Into Potato Chip Territory

Dec. 7, 2023
Shades of Snyder’s-Lance or Kettle? New Goldfish Crisps debut as a baked, potato-based snack.

Campbell Soup Co. today (Dec. 7) unveiled Goldfish Crisps, which “combine the best of Goldfish and the best of chips into one irresistible snack that is light and airy, and always baked in the iconic Goldfish shape,” as today’s release says.

They’re the first Goldfish in the brand's history made with potato flour (wheat, too) and are larger than traditional Goldfish. Goldfish Crisps will roll out to retailers nationwide in January in three “chip-inspired” flavors: Sour Cream & Onion, Cheddar, and Salt & Vinegar.

The Goldfish brand has been a performer for Campbell. Recent innovations have included Mega Bites and several limited-time offerings, bringing the brand to more than 20 current cracker varieties and nearly $1 billion in annual sales.

While still labeled a Pepperidge Farm product, Goldfish were placed into a snacks business unit after Campbell acquired Snyder’s-Lance Co. in 2018. Campbell earlier had bought Kettle Brand potato chips.

The new crisps will be in an unspecified “larger” bag with a suggested retail price of $4.79.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.