Pepperidge bringing Goldfish to bread aisle

by Josh Sosland
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BOCA RATON, FLA. – Looking to parlay the strength of its Goldfish crackers franchise into the bread aisle, Pepperidge Farm, Inc., Norwalk, Conn., is introducing Goldfish brand bread.

The product introduction was disclosed during a review of product innovation by Denise Morrison, executive vice-president and chief operating officer of the Campbell Soup Co., parent of Pepperidge. Ms. Morrison spoke to investment analysts Feb. 23 at the Consumer Analyst Group of New York annual conference at the Boca Raton Resort and Club in Boca Raton. Ms. Morrison recently was named as the successor to chief executive officer Douglas Conant.

Promising a “wealth of creative ideas in the pipeline” at Pepperidge still to be announced, Ms. Morrison said, “Goldfish sandwich bread will bring wholesome fun to the bread aisle.”

Campbell is committing to “invest to accelerate growth” at Pepperidge, she said, noting a new research and development facility recently was dedicated for the company. She offered recently introduced Milano Melts as another example of innovation at Pepperidge, developed with the help of “state-of-the-art baking technology,” she said.

Display samples of the Goldfish bread showed product modeled on the Pepperidge Deli Flats line, with eight pieces per 12-oz package. A soft white variety is a good source of calcium while honey whole wheat contains 18 grams of whole grain. Both varieties are fortified with vitamin D and contain 3 grams of fiber.

Each piece is shaped as a goldfish, with a smile.

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