Goldfish Crackers and COVID-19

Madilynn Cook, Staff Writer

The snacks we ate after grade school has become a worldwide phenomenon. With huge sales growth during quarantine and a wide variety of flavors, they might just salvage their failing parent company.

In the last five years, sales are up 17.6% to the tune of $884 million dollars, according to IRI, a Chicago-based market research firm. The crackers total roughly 40% of Pepperidge Farm sales, even though the varieties make up less than a third of the company’s products overall. “There’s nothing else like Goldfish, we have carved out a spot in American culture. There’s something about the shape, the smile, and the wholesomeness of the product,” says Carlos Abrams-Rivera, president of Campbell Snacks.

Though during the ‘corona-cation’ many people have been struggling to go out to grocery stores and buy food. They eat what is in their pantries, and because of this, it has caused many people to eat goldfish crackers.

Expanding their audience is a target the goldfish company strives for. “Our sweet spot is kids six to 10 years old. They age out quickly, so our challenge is to keep the brand fresh and relevant,” said Abrams-Rivera.

They did have a salmonella scare at the beginning of the year, with 4 types being Flavor Blasted Xtra Cheddar, Flavor Blasted Sour Cream & Onion, Goldfish Baked with Whole Grain Xtra Cheddar, and Goldfish Mix Xtra Cheddar + Pretzel.

The salmonella scare is now over, and the crackers are safe to eat.