Cheez-It Stix

I'm sitting here with a box of Cheez-It Stix. I've just seen them recently and picked some up when they went on sale at King Soopers. What made Sunshine want to produce such a product? Has the market for regular, square Cheez-It's dried up? Are they doing it just to have something new out there? It looks to me like they just cut the square in half and put the ends together. Maybe it's for the children.