Oh, tsuwm--what a strange word! I, too, thought of Mallomars when I first saw it. (Never had one, though.) And that guy is funny! Witness:
(Etymologies are often more puzzling than they should be: I have often wondered why the modern word travel comes from the tripalium, a three-legged Roman torture device. But then I go somewhere by Amtrak, and the question answers itself.)