If you go to the HaitaiTM website you will learn that the Haitai Cheese Cracker is the "Cheese Flavored Legitimate Cracker".
It really is a cracker. No joke.
It's actually a really tasty cracker that could be the lovechild of a CheezitTM and a SaltineTM, but better that either of its "parents". Or maybe that's what the "legitimate" claim is all about. Maybe it's "legitimate" meaning "original" and it's the Haitai Cheese Cracker that gave rise to both Cheezits and Saltines?
In any case, it seems to be very popular with coffee: "You Can Enjoy The light Taste of The legitimate Cracker When You Eat It with coffee" (caps original).
If just coffee and crackers aren't good enough for you though, here are some serving suggestions on the box.