Snack cracker brand launched in 1934 (4)

I believe the answer is:

ritz

(Other definitions for ritz that I've seen before include "Elegant hotel" , "Grand hotel" , "Swiss hotelier, who founded an international chain, d. 1918" , "The Diamond as Big as the ___ (F. Scott Fitzgerald)" , "Luxury hotel" .)

I've seen this clue in The Sunday Times and The Times.

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