Why Goldfish Changes Its Name to “Chilean Sea Bass.”

Apparently Goldfish isn’t just for kids anymore.

The fish-shaped cracker brand wants to appeal to adults, so it’s changing its name for the first time to something much more serious: Chilean sea bass. Yes, really.

Chilean Sea Bass Crackers are the same cheddar snacks everyone knows and loves, just with a new (and temporary) name.

“We know the love for Goldfish spans all ages,” Goldfish vice president Danielle Brown said in a statement. “Chilean Sea Bass is a playful nod to adults, showing that the iconic fish-shaped snack is also suitable for adult tastes.”

Fans can purchase two bags of Chilean sea bass at ChileanSeaBassCrackers.com at 9 a.m. every day from Oct. 23 to 30, the company said. Each bag costs $7.38, but customers interested in the traditional goldfish can still purchase the product at most retailers.

The temporary name change comes after several other brands attempted to change their branding to reach new audiences.

Earlier this year, Campbell Soup Company dropped the word “soup” from its company name and became “The Campbell’s Company.”

Mountain Dew also redesigned its logo this year, moving from “MTN DEW” to using its full name on soda bottles again.

In 2022, Kraft Foods shortened the name of its iconic Kraft Macaroni and Cheese to “Kraft Mac & Cheese.”

And in 2018, IHOP was temporarily rebranded as IHOb, briefly sending breakfast lovers into a frenzy.