The Campbell's Company said the gluten-free option, which will roll out to retailers nationwide in November, is one of the most requested innovations in the brand's history. “We’ve heard from many families who love Goldfish but haven’t always been able to enjoy them together, and that feedback stayed with us,” Tiphanie Maronta, senior vice president of Goldfish Crackers, said in a statement. Approximately 30% of the U.S. population actively seeks gluten-free options, according to Market Research Future data cited by Campbell's. Earlier this year, Mondelēz introduced a gluten-free version of Cheez-It crackers, with the company saying it was also a highly requested innovation from consumers. Part of the efforts to revitalize Goldfish is larger, more impactful innovation, according to CEO Mick Beekhuizen, instead of "having a broad proliferation of small innovations."