After admitting it was slow to innovate the popular snack, Campbell’s has been bringing the offering into new categories to grow its reach.

As demand for protein increases, food makers are seemingly including it in everything they can in order to boost sales and position products as healthier. PepsiCo’s Doritos, Kraft Heinz’s Mac & Cheese, J&J Snack Foods’ Super Pretzels and Mars’ Eggo waffles are just a few of the popular brands that have launched extensions with protein. Campbell’s is just the latest company to enter the space.

“Protein has become a bigger priority for many families, whether it's after school, between activities or on the go,” Tiphanie Maronta, senior vice president of Goldfish Crackers, said in a statement. “Goldfish made with 6g of Protein is our way of meeting that need with a snack that's both delicious and familiar.”

After years of admitting it did not do enough to innovate the 64-year-old brand to keep it relevant, particularly among older consumers, Campbell’s has been aggressively innovating the $1 billion Goldfish platform. Last month, Goldfish introduced the first gluten-free cheddar and reformulated whole grain versions of its smiling cheese crackers.

Mick Beekhuizen, Campbell’s CEO, noted in an earnings call earlier this month that Goldfish is seeing "encouraging progress” despite consumption declines in the company's salty snack business. Beekhuizen expressed confidence that efforts to position the brand as a family-friendly snack, in combination with the launch of a new marketing campaign, innovations and refreshed packaging, will benefit Goldfish over the long term.

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