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Pepperidge Farm New Product Launch – Goldfish Grows Up to be Sandwich Bread

Goldfish Sandwich Bread - Bread No Longer a Commodity


Pepperidge Farm Goldfish Sandwich Bread

Pepperidge Farm Goldfish Sandwich Bread

Pepperidge Farm

We are all familiar with Pepperidge Farm Goldfish Crackers. They are the perfect kid's snack and most of us remember growing up sitting in front of the TV watching cartoons with a bowl of Goldfish on our laps. If you are a parent, Goldfish are standard fare for keeping kids happy while traveling in the mini-van.

Originally from Switzerland, Goldfish Crackers were introduced to the United States in 1962 by Pepperidge Farm founder Margaret Rudkin. Even though plain is called 'Original', the real original flavor was Cheddar.

If kids love Goldfish and parents find them to be a great, portable snack, how does Pepperidge look to capitalize on the brand equity of Goldfish beyond the format of a cracker? They developed a new product launch for Goldfish Graham Crackers which is a logical extension of the brand and kids also love graham crackers. OK, so we are still in crackers here so where else can they go with Goldfish: maybe something larger, still appealing to kids and to their mom's and incorporated into lunch or dinner as a main meal component? How about bread?

I asked Julie Hall, of Schneider Associates as well as Most Memorable New Product Launches for some inside information on the Pepperidge Farm Goldfish Sandwich Bread new product launch.

Goldfish Sandwich Bread

The new product development team created Goldfish Sandwich Bread . It is sandwich bread in the shape of Goldfish, with a fun face baked into the bread and the most important part for kids - no crust! This now solved the lunchtime dilemma of what to put into the lunch box and to make sure it really gets consumed. Here are some yummy product details:

  • Soft White, Soft 100% Whole Wheat and Soft Honey Whole Wheat varieties
  • Contain no fructose corn syrup
  • 3 grams of fiber per serving + essential vitamins and minerals (good source of calcium)
  • Made with 18 grams of whole grain
  • 120 calories per serving
  • Available in most supermarkets
  • Attractive retail price of $3.49 for a package of eight… a bit more than $.40 per sandwich

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