Shihlin Expands into Retail Market with Crunchy Chicken Skin

Shihlin Taiwan Street Snacks is expanding its business into the retail market with the launch of its new Crunchy Chicken Skin product. The move forms part of the company’s strategy to strengthen its presence in Indonesia’s growing snack industry.

The product launch took place on Monday, 25 May 2026, across more than 100 outlets in the Jabodetabek region. Shihlin plans to extend distribution to Bandung and other major Indonesian cities.

Shihlin Indonesia Marketing Manager Bella Tjandra said the new product launch aims to meet consumer demand for convenient yet premium-quality snacks.

She added that urban populations increasingly require snacks that are easy to consume at any time while retaining distinctive flavours.

“The product is designed to enhance every moment, from campus breaks, on-the-go snacking, to office productivity companions, in line with the ‘CRUNCH, ANYTIME’ campaign,” Tjandra explained.

“The product development process took approximately one year of research. The company ensured all production processes meet hygiene standards and have obtained Indonesian Halal certification,” she explained.

“This launch marks a new milestone in expanding the brand’s reach into mass consumer retail. With selected ingredients and hygienic processing, Crunchy Chicken Skin is positioned as a ‘must-have snack’ for dynamic urban communities,” Tjandra said.

“The retail expansion aims to strengthen brand-consumer relationships while opening new business growth opportunities for the company.”

Shihlin will assess market response before developing new flavour variants in subsequent stages.