Canada Bread launches its first cracker

Canada Bread, producer of brands such as Dempster’s, Villaggio, and Bon Matin, has launched its first cracker, called Sanissimo Salmas.

"Canadians have told us that they want snacking options made with wholesome ingredients, but they don't want to sacrifice on taste," said Talia Lysiak, director of marketing for Canada Bread.

The crackers are made with only four ingredients, and can be eaten as a midday snack with a dip or topping.

The product is also gluten free and non-GMO using whole grain flour. No artificial colours or flavours are added.

“We know snacking is a huge trend,” Lysiak said, adding that the crackers are primarily marketed at on-the-go women.

The products are individually-wrapped, with three crackers per pack. Each pack has 70 calories, with eight packages in a box.

Lysiak said Canada Bread will market the cracker through digital channels, including offering recipe ideas. The company will also do PR.

“Trial is key, especially with snacking,” Lysiak said, adding that demos and coupons will be used to encourage people to try the product.

The suggested retail price of the crackers is $3.99 to $4.29.