Convenient snack trends drive restaurant brands into the ready-to-eat market
Convenient snack trends among urban communities are driving food and beverage industry players to expand their business lines into packaged ready-to-eat products. This strategy is seen as a new way for restaurant brands to reach consumers beyond physical outlets.
The phenomenon is evident in Shihlin Taiwan Street Snacks’ entry into the retail snack market with its new Crunchy Chicken Skin product. The item was officially launched on Monday, 25 May, and is now available in over 100 outlets across Jabodetabek. The company is preparing to expand distribution to Bandung and other major Indonesian cities due to high demand for convenient snacks that can be consumed anytime.
Shihlin Indonesia Marketing Manager Bella Tjandra said the product was developed to meet urban consumers’ demand for convenient snacks with restaurant-style flavour.
“This product is designed to enhance every moment, from campus breaks, on-the-go snacks, to office productivity companions, in line with the ‘Crunch Anytime’ campaign,” Tjandra said.
The on-the-go food trend continues to grow as urban lifestyles become more mobile. Packaged snacks are now positioned not just as casual treats but as part of a practical and fast-paced lifestyle.
The entry of restaurant brands into packaged snack categories also reflects business diversification efforts amid increasingly fierce competition in the food and beverage industry. With retail formats, companies can expand sales points and strengthen brand exposure to consumers.
Tjandra added that Crunchy Chicken Skin underwent approximately one year of research and development. Food safety and product quality were top priorities before widespread market release.
Shihlin has confirmed all production processes meet food safety standards and hold Indonesian Halal certification.
“This launch marks a new milestone in expanding the brand’s reach into mass retail consumption. With premium ingredients and hygienic processing, Crunchy Chicken Skin is positioned as the ‘must-have snack’ for dynamic urban communities,” Tjandra said.
The company will monitor market response to the new product before expanding flavours or product categories. “We will assess public response to this new product first, then consider introducing new flavours,” she added.
Industry experts predict more F&B players will enter the ready-to-eat market, especially brands with strong fast-food and street food customer bases. This strategy not only opens new revenue streams but also effectively maintains brand closeness with consumers in daily activities.