The Goldfish cracker is getting a new name.
Beginning Wednesday, the baked cheese snack popular among children will be known as Chilean Sea Bass Crackers.
But only until Oct. 30.
Fans of the crackers are being assured the product won’t actually taste like fish.
The company says the week-long rebrand of the cracker, manufactured by Pepperidge Farm in the U.S., is an effort to appeal to adults.
“We know the love for Goldfish spans all ages. Chilean Sea Bass is a playful nod to adults that the iconic fish-shaped snack is for grown-up tastes too,” Goldfish Vice President Danielle Brown said in a news release, according to Entrepreneur Magazine.
However, the temporary rebranding doesn’t appear to be taking place in Canada.
The product’s Instagram account shared a video Wednesday morning announcing the “adult-sounding” name change.
“It’s come to our attention that some people think Goldfish crackers are just for kids,” says the male actor. “Well, what if we call them Chilean Sea Bass?”
The crackers look and taste the same, the pitchman says, except the only difference is the new name.
“So sophisticated, so adult,” the man adds.
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Fans of the snack cracker can purchase a two-pack online for $7.38 US, but only a limited amount will be available each day at 9 a.m. for the duration of the rebrand.
The company also said the recent flavour additions to its offerings – including Goldfish Old Bay Seasoned Crackers, Spicy Dill Pickle, and Goldfish Frank’s RedHot Crackers – were created for adults.
And, as the holidays fast approach, the company says it is set to introduce Goldfish Elf Maple Syrup Flavored Grahams later this month.