Golfish are American snack crackers manufactured by the Campbell Soup Company and marketed under the Pepperidge Farm brand. The crackers come in several flavors and are shaped and colored like small, cartoonish goldfish. Approximately half of the crackers have smiles, while the others lack any expression. Advertising emphasizes this by referring to the crackers with the registered trademark " The snack that smiles back! Goldfish!". Even though not fat-free, Goldfish contain zero grams of trans fat and are touted as an alternative to potato chips since they are baked instead of fried. Campbell's focuses its marketing on kids and sells plastic, goldfish-shaped snack caddies designed to carry a handful of the small snacks.