NORWALK, CONN. — Pepperidge Farm Inc. has launched, a new e-commerce site that the company says allows consumers to create a customized snacking experience.

The launch of the new site coincides with the Goldfish brand’s 50th birthday, and allows users to personalize Goldfish packages by adding their own photos and custom messages, or by picking their favorite Goldfish cracker colors to create special combinations.

Consumers may choose from a 4.5-oz customized gift box, 1-oz customized party favors or single-serve themed party cups.

“We love spreading smiles through the iconic Goldfish brand,” said Jared Konstanty, senior vice-president, general manager of Snacks. “It’s our pleasure to bring new ways for our fans to engage with the product and personalize the way they enjoy their favorite crackers, and we are so excited and honored to be part of people’s celebrations throughout the year.”