Goldfish crackers are the best-selling cracker in the United States. Pepperidge Farm, a division of Campbell Soup Company, introduced them to the US market in 1962. By 2024, sales had grown 33% since 2021, making Goldfish the fastest-growing cracker brand in the country.
The product started as a Swiss invention. Oscar J. Kambly created the fish-shaped cracker in 1958 at Swiss biscuit manufacturer Kambly as a gift for his wife, who was a Pisces. Pepperidge Farm founder Margaret Rudkin tried them on vacation and brought the concept to the US.
The original Cheddar flavor was not part of the launch. It was added in 1966 and became the dominant product. Here is how every major variety stacks up on added sugar.
Every Major Goldfish Variety: Sugar at a Glance
| Variety | Added Sugar | Tier | Notes |
|---|---|---|---|
| Goldfish Cheddar (Original) | 0g | B | The classic; genuinely clean |
| Goldfish Whole Grain Cheddar | 0g | B | Same profile, more fiber |
| Goldfish Pretzel | 0g | B | Clean but high sodium |
| Goldfish Parmesan | 0g | B | Less common; same profile as Cheddar |
| Goldfish Colors (Cheddar) | 0g | B | Same sugar but contains Red 40, Yellow 5, Yellow 6 |
| Goldfish Flavor Blasted Xtra Cheddar | 0 to 1g | B to C | Check current label; formulation varies |
| Goldfish Grahams Vanilla Cupcake | ~8g | E | These are a sweet product, not a savory cracker |
| Goldfish Grahams S’mores | ~8g | E | Same category as Grahams |
Original Cheddar Goldfish rate Tier B. Zero added sugar, real cheddar cheese, a short and recognizable ingredient list. They are one of the few mainstream kids’ snacks that earns an unqualified recommendation based on the nutrition panel.
Why Original Cheddar Gets a Pass Most Crackers Don’t
Three reasons:
Zero added sugar. The only sweetness comes from naturally occurring sugars in the wheat and cheese. There are no added sugars, no honey, no cane sugar, no fruit juice concentrate.
No artificial dyes in the original. The Cheddar color comes from real cheddar cheese and annatto extract, not synthetic dyes. (Goldfish Colors is different, covered below.)
Short ingredient list. Enriched wheat flour, cheddar cheese (pasteurized milk, cheese cultures, salt, enzymes), vegetable oils, salt, baking soda. Nothing that requires a chemistry degree to parse.
The Colors Problem
Goldfish Colors uses the same cracker recipe but adds artificial dyes to create the multicolored shapes:
- Red 40 (Allura Red)
- Yellow 5 (Tartrazine)
- Yellow 6 (Sunset Yellow)
These dyes are FDA-approved in the US. They are banned or require warning labels in the European Union and the United Kingdom following studies linking artificial food colorings to hyperactivity in children. A 2007 study published in The Lancet found that a mixture of artificial food colorings increased hyperactive behavior in children aged 3 and 8 to 9 years, leading the European Food Safety Authority to require this label on products containing them: “may have an adverse effect on activity and attention in children.”
The FDA reviewed the same evidence and concluded the dyes are safe for the general population, while acknowledging that some children with ADHD may be sensitive to them.
If you buy Goldfish, the original Cheddar avoids the question entirely.
Goldfish vs. Competing Crackers
| Product | Added Sugar | Dye-Free | Tier |
|---|---|---|---|
| Goldfish Cheddar (Original) | 0g | Yes | B |
| Cheez-It Original | 0g | Yes | B |
| Simple Mills Almond Flour Crackers | 0g | Yes | A |
| Ritz Crackers | 2g | Yes | C |
| Wheat Thins Original | 4g | Yes | D |
| Teddy Grahams Honey | 8g | Yes | E |
| Scooby-Doo Grahams | 7g | No | E |
Simple Mills Almond Flour Crackers score Tier A, are gluten-free, and add protein and healthy fat that Goldfish does not. They cost more. Goldfish remains the most accessible zero-added-sugar option in the cracker aisle at mainstream price points.
The Grahams Are Not the Same Product
Goldfish Grahams occupy an entirely different nutritional category. They are sweet crackers that belong in the same comparison set as Teddy Grahams and Honey Maid Grahams, not the savory Cheddar lineup.
Goldfish Grahams Vanilla Cupcake and S’mores flavors contain approximately 8g of added sugar per serving, rating Tier E. If a parent buys Goldfish Grahams thinking they are making the same choice as Goldfish Cheddar, that is a meaningful misunderstanding the packaging does little to prevent.
A Note on Sodium
Goldfish Cheddar contains approximately 250mg of sodium per 55-piece serving (about 1 oz). The American Heart Association recommends:
- Ages 1 to 3: 1,500mg per day maximum
- Ages 4 to 8: 1,900mg per day maximum
- Ages 9 to 13: 2,200mg per day maximum
A single labeled serving is 13 to 17% of the daily sodium limit depending on age. This is within a reasonable range for a snack item. The concern rises when Goldfish is combined with other salty foods like deli meat, soup, or cheese throughout the day.
The Realistic Verdict
Original Cheddar Goldfish: Tier B, suitable for regular snacking.
They are one of the few mainstream kids’ snacks that earns a straightforward positive rating on the Nutrition Facts panel alone. Zero added sugar, no synthetic dyes, recognizable ingredients.
Skip or reduce:
- Goldfish Colors (three synthetic dyes with European warning labels)
- Goldfish Grahams in any flavor (Tier E, closer to cookie than cracker)
- Flavor Blasted varieties (check current label; sodium is higher)
If you want to upgrade from Goldfish entirely, browse Tier A crackers and chips in our database for options that add protein or fiber on top of the zero-sugar baseline.