Pepperidge Farm aims to make a splash with organic wheat Goldfish crackers

By Vince Bamford

- Last updated on GMT

Goldfish with organic wheat is rolling out across the US
Goldfish with organic wheat is rolling out across the US

Related tags Pepperidge farm

Pepperidge Farm is hoping to widen the audience for its Goldfish crackers with the launch of the brand’s first lines containing organic wheat.

Rolling out to major US retailers nationally from this month, the Goldfish Made with Organic Wheat range comprises three flavors - Cheddar, Parmesan and Saltine – that are sold in an eight-ounce re-sealable bag with a recommended price of $3.99.

The baked snacks are 70% organic and certified by the California Certified Organic Farmers (CCOF), said Pepperidge Farm. They contain no artificial flavors or preservatives, and all colors are sourced from plants.

The business, which is owned by Campbells Soup Company, is hoping to expand the Goldfish consumer base by attracting parents who seek whole grains and organic snacks.

'Meeting needs of America’s evolving families'

Goldfish Made with Organic Wheat expands our offerings to meet the needs of America’s evolving young families​,” said Brian Blanchard, vice president of cookies & crackers.

The launch comes as consumer and trade interest in organic food is booming, with General Mills announcing in March​ this year that it was accelerating efforts to double its organic acreage and source ingredients from 250,000 organic acres by 2019. And last month, Kellogg-owned Kashi launched a cereal​ using wheat grown under an initiative supporting farmers transitioning fields from conventional to organic crops.

GF Finding Dory

Goldfish Made with Organic Wheat is not replacing any existing products line in the Goldfish range, which comprises more than 30 SKUs, Peppridge Farm told BakeryandSnacks.

First Disney Pixar tie-up

Also rolling out nationally this month, following its debut in Walmart and Target in mid-May, are Goldfish Cheddar crackers featuring Disney Pixar movie Finding Dory. The launch marks the brand’s first licensing agreement with Disney Pixar.

The blue, ‘vibrant orange’ and ‘regular orange’ crackers are packaged in a blue bag featuring Dory and Nemo and have a recommended retail price of $1.99 for 6.6-ounces.

More support for Pride


In addition to the new products, Goldfish has unveiled new packaging for its Goldfish Colors snacks to support Pride, and is doubling its local market Pride sponsorships and activity across the US.

This month, packs of Goldfish Colors will feature the tagline ‘Smiles for all families’ and a multicolored logo to illustrate the brand’s support of “diverse family orientation​”.

Goldfish launched in the US in 1962 after Pepperidge Farm founder Margaret Rudkin discovered them on a trip to Switzerland. 

Related news

Show more