The move, intended to create buzz and perhaps generate some free publicity for the brand, does not affect the taste, shape or… well, anything else about the cracker. However, a radical name change is one of the easiest ways for a brand to stand out in a commercially intense world.

IHOP gained widespread attention in 2018 when it announced it would change its name to IHOb (International House of Burgers). The name change was fake, of course, but it helped the company quadruple its burger sales. Pizza Hut became Pasta Hut in 2009 to introduce its new line of Tuscani pasta. And in 2016, Budweiser asked consumers to briefly call the country “America.” (Virtually no one did, but sales increased slightly.)

So what is the goal of this name change? Attract older customers.

The company says the name change is intended to bring back older snackers who ate it when they were younger. Generation Z and Millennials are the target group.

However, it is important to note that this “name change” is not reflected on grocery store shelves. If you want a bag of goldfish crackers with the Chilean sea bass logo, you'll have to buy one (well, two, actually—they're sold in pairs for $7.38 through October 30) from a specialty website.

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

The company notes that over 50% of Goldfish shoppers are adults – a number that, we have to admit, leaves us a little confused since we haven't seen many elementary school children at the supermarket checkout.