Goldfish is finally getting a gluten-free version of crackers, a development Campbell’s calls one of the most requested innovations in the brand’s history.
The certified gluten-free cheese crackers will hit retailers nationwide in November 2026. “We’ve heard from many families who love Goldfish but haven’t always been able to enjoy them together, and that feedback stayed with us,” said Tiphanie Maronta, senior vice president of Goldfish Crackers, in a statement.
“We wanted to take the time to make sure every detail — from the taste and texture to the iconic shape— was true to Goldfish,” Maronta added.
Courting missing shoppers
The launch follows years of consumer requests and closes a gap in Goldfish’s portfolio that is long overdue. The brand’s own manufacturer, Pepperidge Farm, for one, introduced its first gluten-free options back in 2020, while Nabisco brought in its gluten-free Oreos to shelves in 2021.
At this point, it’s a growing market that could burgeon into something way more massive and demanding. Goldfish knows that. Around 30% of Americans actively seek out gluten-free options, per Market Research Future data. Globally speaking, the share of consumers buying products aimed at dietary conditions stands at 16%, according to Innova Market Insights.
Mondelēz took the same step earlier this year with its gluten-free Cheez-It, which the company also described as heavily requested.
In the broader scope of things, Goldfish carries a lot of weight for Campbell’s at the moment, largely because the snacking business has been struggling in recent quarters. Executives told investors on a June earnings call that the brand has stabilized after earlier declines but remains down 1% to 2%.
CFO Todd Cunfer, for instance, called Goldfish “key” to improving margins, describing it as the “biggest and most profitable piece of the snacks portfolio.” CEO Mick Beekhuizen, meanwhile, wants fewer, bigger swings rather than “having a broad proliferation of small innovations.”
“[We will] go bigger on certain pieces of innovation and make sure that we support them so that they truly become meaningful for the brand,” Beekhuizen noted.
Sources: PR Newswire, Stock Analysis, Food Network, Seeking Alpha, Food Dive