After years of “social requests and even handwritten letters,” Goldfish crackers are finally answering the call for a version that more snackers can enjoy.
The Campbell’s Company announced Tuesday that Goldfish will introduce its first-ever gluten-free version of the iconic cheese crackers, set to debut nationwide in November. The new 5-ounce package will sell for around $4.99.
“We’ve heard from many families who love Goldfish but haven’t always been able to enjoy them together, and that feedback stayed with us,” Tiphanie Maronta, senior vice president of Goldfish Crackers, said in a statement. “We wanted to take the time to make sure every detail – from the taste and texture to the iconic shape – was true to Goldfish.”
The move could make the popular snack accessible to consumers who have celiac disease, gluten sensitivities or otherwise avoid gluten. To announce the new crackers, Goldfish shared a handwritten note from a young fan named Brooklyn, who pleaded with the company to make its smiley-shaped crackers gluten-free after she could no longer eat them because of celiac disease, an autoimmune condition in which gluten damages the small intestine.
“If not, I will be disappointed, but I will be ok. If you make Gluten Free Goldfish, you will definitely gain another customer,” Brooklyn wrote in the letter shared on social media.
About 30 percent of Americans seek gluten-free products, according to Market Research Future data cited by Campbell’s, while 16 percent of consumers worldwide have purchased products tailored to specific dietary needs, according to Innova Market Insights.
Goldfish is not the only longtime snack brand responding to demand for gluten-free alternatives. Mondelēz introduced a gluten-free version of Cheez-It crackers earlier this year, also citing strong consumer demand for the new option.
The Goldfish launch also comes as Campbell’s looks to reinvigorate its snacks business and focus on major innovations rather than a large number of smaller product launches.
Goldfish remains an important brand for the company. During a June earnings call, Campbell Chief Financial Officer Todd Cunfer called it the “biggest and most profitable piece of the snacks portfolio,” according to FoodDive.
Executives also said Goldfish had stabilized after earlier declines, although sales were still down by 1 percent to 2 percent.
Campbell’s CEO Mick Beekhuizen said the company wants to pursue larger, more meaningful innovations for Goldfish rather than continually introducing a wide range of smaller variations.
″[We will] go bigger on certain pieces of innovation and make sure that we support them so that they truly become meaningful for the brand,” Beekhuizen said, the outlet reports.
