Goldfish (cracker)'s Slogans & Taglines

Goldfish are fish-shaped cheese crackers manufactured by Pepperidge Farm, a division of the Campbell Soup Company. The story began in 1958 when Swiss biscuit maker Oscar J. Kambly II created the fish-shaped cracker as a birthday gift for his Pisces wife. In 1962, Pepperidge Farm founder Margaret Rudkin discovered the snack on a trip to Switzerland and brought the recipe to America, launching it as a bar snack for adults. The brand's iconic 1997 introduction of "Smiley"—the smiling goldfish with sunglasses—transformed it into a beloved children's staple. Its enduring slogan, "The Snack That Smiles Back," has made it one of America's most recognisable cracker brands. Today, with over 20 flavours and annual sales of approximately 150 billion crackers, Goldfish remains a symbol of playful snacking and the enduring belief that a little smile in every bite can brighten any day.