Goldfish began as a husband’s birthday gift, not a marketing idea.
A Swiss baker’s wife was a Pisces, the fish, so for her 1958 birthday he sketched a tiny fish, had a mold cut that morning, and baked the batch by evening. Pepperidge Farm’s Margaret Rudkin tasted it on vacation and brought it to America under license in 1962. In 2024 the horoscope cracker passed $1 billion a year in sales for its owner, Campbell.
Goldfish on Brandseum