Secure in the knowledge that Canadian snackers feel less guilty if their munchies are ‘light,’ Christie Brown has launched a new line of crackers.

Air Crisps are actually lighter, airier versions of the company’s most popular traditional crackers – Ritz, Wheat Thins, Cheese Nips and Vegetable Thins.

Launched over a year ago in the u.s. (excepting the Vegetable Thins version, which was launched only in Canada because of its immense popularity this side of the border), Air Crisps have done extremely well, according to Tessa Dixon, senior brand manager, snack crackers for the Etobicoke, Ont.-based company.

In fact, since their introduction, the category has grown 6% in the u.s., she says.

The product’s packaging emphasizes that it’s a baked snack (the newest trend for fried food-phobic snackers) and low in fat. By way of comparison, says Dixon, there are only three grams of fat in 15 Air Crisps – the same amount as in four regular Ritz crackers.

‘Air Crisps is all about growing the cracker category,’ says Dixon, adding that, unlike traditional crackers which are often used as a base for toppings, Air Crisps can be eaten straight from the box while sitting in front of the tv.

The company has put $3 million behind the new product, with a 30-sec. spot – to air Feb. 10 and run until April – and a national sampling program.

The spot, by Harrod & Mirlin, is animated to show the textural differences between Air Crisps and a regular cracker, says Dixon, and uses the tag line, ‘Snacks pumped up.’

Dixon says that the introduction of a new line is not intended solely to attract brand new consumers – such as lapsed cracker eaters who have turned to lower-fat alternatives like popcorn and pretzels – but to encourage people in general to increase consumption.

She says trends indicate people are snacking more often. In fact, a study the company conducted last year showed that 16% of Canadians are substituting snacks for meals. That’s why having many alternatives on the market makes sense, says Dixon.

With Air Crisps, the company is trying to emulate the success of its Crispers and Potato Thins lines – both hand-to-mouth snacks. ‘The sky’s the limit with this product,’ says Dixon.