NORWALK, CONN. — Pepperidge Farm Inc. has launched a new parenting-focused web site — — that features a collection of ideas and advice geared toward creating smiles and meaningful moments for parents and their children.

Karen Reivich, an expert in positive parenting; National Basketball Association player Dwyane Wade, a prominent figure in the Goldfish brand’s Team Xtreme and active play platform for children; and bloggers from The Happiest Mom, Food For My Family, Balancing Everything, Classic Play and Mocha Dad have been enlisted as contributors for These contributors regularly will publish their own parenting “how-to’s,” personal stories, and book recommendations.

“We are so excited to share the news of the launch of with all parents and fans of Goldfish,” said Stephen White, vice-president of crackers at Pepperidge Farm. “We broadened our Fishful Thinking initiative that focused on helping parents instill optimism, emotional awareness, goal setting, resilience and empowerment in their children to include new partnerships with our parent contributors. We are confident that we’ll be able to help spread more smiles to families everywhere.”

In addition to the launch of the web site, Pepperidge Farm said it is expanding its Goldfish Grahams product line with the introduction of a new variety: cookies and cream. The new flavor joins Goldfish Grahams S’mores, vanilla cupcake and fudge brownie varieties.