Matzo Chips, Variety Pack of Snack Bags (Everything, Salted, Cinnamon Sugared) from The Matzo Project, Kosher, Vegan, Nut-Free, No Trans Fat, Nothing Artificial, 1oz, Pack of 12

In 30 years of friendship it never occurred to us to become business partners...until we realized that, in 90 years, it never occurred to anyone else to make a better tasting matzo. Summer Camp friends Ashley Albert and Kevin Rodriguez set out to bake a new take on the culturally beloved, but traditionally flavorless box of matzo. Instead, they got a super-snappy, extra-sturdy, crazy-versatile cracker that goes with every single thing they've tried to put on it.

In the past few months, The Matzo Project has been embraced by the cracker-eating big shots at the James Beard House, Balaboosta Soho and the Conan O'Brien Green Room, and they are now poised to delight shoppers at specialty stores around the country (complete list here).

While traditional matzo currently languishes in the Ethnic Food Section, their hope is to help it claim its rightful spot in the Cracker Aisle, right next to the Rosemary Pita Chips and the Gorgonzola Fig Toast.

Their parents think it's a really good idea.