Goldfish was the first credit card company in the UK to launch loyalty schemes, offering consumers the chance to earn Goldfish Points when making purchases with a Goldfish credit card which could later be used to exchange for vouchers to spend at selected high street stores.
Discover Financial Services - One of the largest credit card issuers in the US, bought Goldfish from Lloyds TSB in 2006, but it failed to make a success of the operation.
The loss-making Goldfish credit card was later sold to Barclays for £35m, after a desperate attempt by its US owner to pull out of the UK credit card market.
Today, Barclays offer the Goldfish credit card with some attractive features and rates, while continuing to maintain the brands strong association to rewards by providing an impressive loyalty scheme.
Goldfish
