The snack that brings a smile is getting a new identity.

Goldfish crackers will now be known temporarily as Chilean Sea Bass Crackers, as announced by the brand on Wednesday.

This name change is part of a strategy to capture the attention of adult snack enthusiasts, specifically targeting Millennials and Gen Z, according to the company’s statement.

“We recognize that Goldfish have fans of all ages. The name Chilean Sea Bass playfully indicates that this iconic fish-shaped snack caters to adult palates as well,” said Danielle Brown, Goldfish’s Vice President, in a news release.

Fans of Goldfish can purchase two bags of the Chilean Sea Bass crackers for $7.38 while supplies last, as of Wednesday, at ChileanSeaBassCrackers.com. The company has hinted at “new inventory releases” until October 30.

Previous Efforts to Attract Adult Consumers

The brand has recently made efforts to attract adult consumers by introducing limited edition flavors.

One example is the Goldfish OLD BAY Seasoned Crackers, which are infused with a mix of 18 herbs and spices to pair well with seafood dishes and more.

Additionally, in 2021, Goldfish rolled out the Goldfish Frank’s RedHot Crackers, a collaboration with Pepperidge Farm. This snack offers a blend of classic hot sauce flavors such as vinegar and aged cayenne peppers.

“The number one requested flavor for Goldfish was hot and spicy,” said Janda Lukin, Chief Marketing Officer of Campbell Snacks, in a previous interview. “This flavor caters to a more mature audience that appreciates a little heat.”