Campbell’s Goldfish brand releases Awesome Sauce crackers
With a 34% increase in interest in sauces and condiments in 2024, Goldfish claims to be the first brand to launch an Awesome Sauce-flavored cracker.
USA – Campbell’s Goldfish brand is introducing Awesome Sauce Flavored Crackers and re-releasing its Spicy Dill Pickle and Old Bay Seasoned Crackers for a limited time.
The new Awesome Sauce flavour is described as tasting like a chicken sandwich, featuring notes of sweet mustard, smoky BBQ sauce, and a spicy pickle kick.
Awesome Sauce combines sweet, smoky, and tangy condiment flavors found in popular restaurant dishes, making it a fun addition to snack time.
Additionally, the Spicy Dill Pickle flavor is returning for a limited time due to its success in 2024, alongside Old Bay Seasoned Crackers, which are back for their fourth summer.
This limited-edition flavor combines the taste of a Goldfish cracker with a mix of 18 herbs and spices, along with the distinct flavor of Old Bay.
Consumers can pre-order the Awesome Sauce Flavored Crackers on Amazon.
Starting in June, shoppers can also find Spicy Dill Pickle and Old Bay flavors at Amazon, Target, Walmart, and other retailers nationwide for a suggested retail price (SRP) of US$3.69.
“We’re excited to introduce our bold new flavor, Awesome Sauce, and to bring back the fan-favorite Spicy Dill Pickle. Whether you’re enjoying a backyard BBQ, road-tripping with family, or relaxing in the sun, this flavor combination offers a bold taste perfect for a summer full of smiles,” said Mike Fanelli, senior director of marketing at Goldfish.
This launch comes as the company recently noted a shift in consumer behavior, with people opting to cut back on discretionary snack purchases and cook more meals at home.
These trends have negatively impacted the company’s snacking division, which is recovering more slowly than anticipated and facing increased competition.
The company has highlighted that cracker sales have been particularly affected by decreased consumer interest. To revitalize the Goldfish brand, it plans to ramp up marketing efforts and promotional activities ahead of the back-to-school season.
With more consumers cooking at home than at any point since early 2020, Mick Beekhuizen, the company’s Chief Executive, indicated that this shift has led to improved consumption in Campbell’s meals and beverage segment.
This segment experienced a 15% increase in sales, reaching US$1.46 billion in the latest quarter, bolstered by the company’s acquisition of Sovos Brands, the owner of Rao’s pasta sauce.
However, this gain was offset by an 8% decline in snack sales, which fell to US$1.01 billion.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
