New York, NY -- Many people think sardines are fishy but the tin-encased treats are the latest trend among carb-counting consumers.

Alex Rubin says the American market for sardines is increasing as many folks try low-carb diets while trying to have low-cost budgets. In his words, "Not everyone can have smoked salmon every night."

Not everyone has a taste for the critters but Rubin -- who insiders call "the Czardine" -- is convinced Americans can be hooked on sardines.

So much so that he's importing a popular European sardine brand, Royal Blackwood, to the States and marketing it as a gourmet snack.

But while Rubin is confident that sardines are the next big snack craze, he admits he'll probably have to make some of them extra spicy in order to attract Spanish-speaking stomachs.

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