Baking & Snack - April 2004 - 114

ON
NEW THE
SHELF

Pepperidge Farm bids adieu
to trans fat in its Goldfish and
introduces a new crispy variety.

arking the beginning of a wave of
industry-wide product reformulation,
Pepperidge Farm, Norwalk, CT, is eliminating trans fat from its entire cracker product
line. The company's Goldfish line will lead the pack, with
more than 90% of the line transition complete by next
month. The remaining products in the line will be converted by late summer.
Pepperidge's fish-shaped snack line will be the
first major cracker brand to eliminate trans fat.
According to the company, the reformulated
Goldfish will contain unhydrogenated sunflower
and canola oils in place
of the hydrogenated
oils to retain the
crispy texture.
"Many
of
our
Goldfish consumers,
especially parents,
told us they
preferred
snacks
without trans fat, so we
decided to convert our entire
cracker line to zero trans
fat recipes," said Jay Gould,
president of Pepperidge Farm.
"The best part is, we achieved
the change without any
compromise to our traditional
delicious Goldfish taste and
texture. We are delighted to be
the first - and only - major
cracker brand to offer an entire line of
great-tasting crackers with zero trans fat."
Goldfish is a leading icon brand for the company
with more than 58 billion crackers consumed each
year. According to the company, almost half of all US
households with children under 18 purchase Goldfish

114 / BAKING & SNACK / April 2004

annually. Sold in all 50 states and 40
countries, they currently are available
in more than two dozen varieties including Goldfish
Colors, Baby Goldfish and Flavor Blasted Goldfish.
To kick off the transition, Pepperidge introduced
Goldfish Crisps. According to Nan Redmond, director
of corporate and brand communications at Pepperidge
Farm, the new brand offering was created to appeal to
young adults, a slightly older consumer group than other
Goldfish products target. Goldfish Crisps are larger than
traditional Goldfish crackers and are flat with a crispy,
crunchy texture. The trans fat-free crackers are available
nationally in three varieties:
Cheddar Jack, Four Cheese and
Cheesy Sour Cream & Onion.
Packaged in 10-oz boxes,
Goldfish Crisps retail for $2.99.
The company said that the
launch would be supported by a
$10 million marketing campaign
including new TV ads.
"Initial consumer response
to Goldfish Crisps has been
extremely positive," said Ms.
Redmond. "With their highimpact flavors and delicious
crispy crunch, we believe
Goldfish Crisps are going to be a
hit with the young adult audience
who will be delighted to discover
their old favorite Goldfish in this
terrific new form."
Over the next several months,
Pepperidge said it would convert
approximately 165 individual products to transfree recipes. The transition is expected to be largely
complete by May with full conversion by September.Ⅲ
- Holly Bradley

Baking & Snack - April 2004

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