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Campbell Soup’s Goldfish cracker is optimistic a temporary name change will attract more adults to the $1 billion brand popular with children.

The company is changing the name of the 62-year-old cracker to a fish theme Chilean sea bass, which is touted by the packaged food giant as a more mature-sounding name. More than half of Goldfish buyers are adults and Generation Z adults are six times more likely than any other age group to buy the snack, Campbell Soup noted, citing data from Euromonitor and Circana.

“We know the love for Goldfish includes all ages,” Danielle Brown, vice president of Golfish, said in a statement. “Chilean sea bass is a playful nod to adults, the iconic fish-shaped snack is also for adults.”

The limited edition The Chilean sea bass offering is only sold online. Retailers will continue to sell crackers bearing the Goldfish name.

Campbell Soup has used different textures, bolder flavors and limited-time offers to create new Goldfish products aimed at adult customers.

In 2022, it launched Mega Bites, Goldfish crackers that are 50% larger than the original and available in flavors such as Sharp Cheddar and Jalapeno Cheddar. The brand later turned to temporary Goldfish with the launch of Dunkin’ Pumpkin Spice Grahams and Frank’s RedHot crackers, the latter of which became a staple on store shelves in January.

Perhaps the biggest innovation came last December, when Campbell’s potato chip-inspired chips debuted under the Goldfish banner. The puffy snack is the first goldfish in the history of the snack made with potato.

Goldfish traces its origins to Pepperidge Farm founder Margaret Rudkin, who launched Goldfish crackers in the US in 1962 after discovering a similar snack while on holiday in Switzerland. It wasn’t until four years after the crackers debuted that the iconic cheddar cheese flavor was introduced.

Campbell Soup is no stranger to name changes. Last month, the 155-year-old New Jersey company said it would drop “soup” from its name as the maker of chips, sauces, cookies and drinks wants to show that its future includes more than its signature dish. Shareholders will be asked to vote on the change in November.