Snacks & Candy

New Goldfish Cracker LTO Brings the Heat

Pepperidge Farm teams up with Frank’s RedHot to spice up familiar snack brand
Frank's RedHot Goldfish crackers
Photograph courtesy of Pepperidge Farm

NORWALK, Conn. — Pepperidge Farm snack brand Goldfish has teamed up with hot-sauce brand Frank’s RedHot to create a limited-time spicier version of the crackers called Goldfish Frank’s RedHot crackers. Launched in May, the line extension is intended to target adult snackers with a medium heat that will be highlighted in marketing efforts.

“We learned that adults are big fans of Goldfish, and it’s an appetite we’ve never fully satisfied,” said Janda Lukin, chief marketing officer for Campbell Snacks. “ ‘Hot’ is the No. 1 most-requested Goldfish flavor across social, so we wanted to bring the heat with an unexpected partnership between Goldfish and Frank’s that fans will love.”

New Goldfish Frank’s RedHot crackers are made with familiar hot-sauce ingredients, including notes of vinegar for acidity and a blend of aged cayenne peppers for a mix of flavor and heat.

“At Frank’s we are always looking for new ways for our fans to enjoy our hot sauce. This limited-edition Goldfish flavor brings a spicy bite to a nostalgic everyday snack,” said Jill Pratt, chief marketing excellence officer for McCormick & Co., which makes Frank’s RedHot. “We hope that consumers enjoy this partnership between our two iconic brands for a fun experience that is sure to wake up your taste buds."

The LTO is packaged in 6.6-ounce bags with a suggested retail price of $2.49.

Norwalk, Conn.-based Pepperidge Farm is owned by the Campbell Soup Co., Camden, N.J. Pepperidge Farm brands include nearly 100 different snacks, including Goldfish crackers and 65 varieties of cookies. Frank’s RedHot Sauce is a product of McCormick & Co., Baltimore.

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