Goldfish crackers are an iconic American snack. The fast-growing brand, produced by Pepperidge Farm and owned by Campbell’s, is worth around $1 billion—and it shows no signs of slowing down anytime soon. In fact, it has just launched two brand-new flavors, and one of them, perhaps for the first time in Goldfish history, is vegan.
Until now, all Goldfish products have contained milk. Even options you might not expect to include animal products, such as Goldfish Baked with Whole Grain Colors and the mild, salty Original flavor, list milk powder among their ingredients.
But now, it seems the iconic brand is breaking from tradition. For 2026, Goldfish is launching Seasoned Pretzels in two new flavors. The new Honey Mustard flavor isn’t plant-based due to the inclusion of honey, but the Hot Buffalo variety notably contains no animal-derived ingredients.
“As we head into 2026, we’re bringing new flavors and formats for the whole family in ways that only Goldfish can, making snacking even more fun for everyone in the household,” Goldfish senior director Mike Fanelli said in a statement.
According to the company, Hot Buffalo is “packed with a spicy, tangy heat, delivering a bold buffalo flavor and crave-worthy kick.”
If you want to try the new accidentally vegan snack for yourself, it’s rolling out to retailers including Amazon, Target, Ralphs, and Walmart throughout the month.
The vegan-friendly snack market booms
The new Goldfish pretzels join a growing list of accidentally vegan products—items that weren’t specifically formulated to be vegan, and aren’t marketed as such, but happen to fit the bill. Other examples include Original Pringles, Spicy Sweet Chili Doritos, and Unfrosted Pop-Tarts.
Oreos are another major player in the accidentally vegan world. Many varieties of these popular cookies are plant-based, including its recent collaboration with Reese’s and its new Zero Sugar offering.
More broadly, the vegan snack market is booming. According to market research firm Skyquest, the global vegan snacks industry was valued at more than $54 billion in 2024 and could exceed $102 billion by 2033. The platform called the growth “remarkable,” citing rising plant-based snacking habits as a key driver.
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Skyquest named Danone, Tofutti, Nestlé, Ripple Foods, Unilever, and General Mills among the largest players in the space.
“The vegan snacks market is highly competitive, with several small and large-scale players competing to gain market share,” the report reads. “These players are focusing on developing new and innovative plant-based products to cater to the evolving consumer preferences.”
Accidentally vegan Goldfish today, intentionally vegan tomorrow? With the plant-based snack market booming, it could be possible.
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
