Munchy’s Oat Krunch Oat & Grain Crisps Steal the Show

Munchy’s, Malaysia’s beloved biscuit brand, has taken a bold leap into the crisp snack category by launching its latest innovation: Oat Krunch Oat & Grain Crisps. Introduced in mid-2025, the new range offers a fibre-rich snacking option made with 70% multigrain goodness—corn, wheat, rice, and oats—while being free from cholesterol and trans fats. The crisps are available in Smoky BBQ and Nacho Cheese and target health-conscious snackers who refuse to compromise on taste.

Oat Krunch Oat & Grain Crisps. Image source: Munchy’s

From Biscuits to Crisps: Expanding the Brand’s Territory

For decades, Munchy’s has been a household name in biscuits and confectionery, with well-loved products like LEXUS and Oat Krunch. The launch of Oat & Grain Crisps marks a strategic expansion into the broader snack category—reflecting the brand’s response to rising consumer demand for healthier, better-for-you options in today’s fast-paced snacking landscape.

Building Hype Through Experiential and Digital Synergy

The rollout of Oat Krunch Oat & Grain Crisps wasn’t confined to supermarket shelves; it was carefully amplified across the brand’s social media platforms, where Munchy’s engaged audiences through creative storytelling and experiential activations.

The Snack Swap Truck at TRX (6–7 June 2025): To mark the launch, Munchy’s featured a branded truck at The Exchange TRX in Kuala Lumpur, offering passersby a first taste of its new product. In a playful twist, visitors were also invited to swap their usual snacks for this bold, better-for-you alternative. Furthermore, the campaign was supported by teasers and recap posts on Facebook and Instagram, which helped drive foot traffic and generate online buzz.

Teasers & Product Spotlights: Instagram posts highlighted the bold Smoky BBQ flavour and 70% multigrain promise, using punchy captions like “Snack time just got healthier.” The posts leaned into visual storytelling, with close-ups of the crisps and lifestyle shots designed to resonate with urban snackers.

Cross-Platform Engagement: Munchy’s used short-form video ads, including a “15-second challenge” clip on YouTube, to reinforce its healthy-snacking message. On Facebook, foodie pages like Malaysia Food & Travel shared promotional videos, further extending the brand’s reach to audiences beyond its owned channels.

Munchy’s launch showed how offline events and online campaigns can work hand in hand. The TRX snack truck sparked excitement and a sense of exclusivity for those who visited, while social media extended the fun to fans across the country. Using hashtags, story content, and reposts sparked organic traction online, helping the launch connect with audiences far beyond the event’s immediate footprint.

Munchy’s Brings a Healthier Crunch with Oat Krunch Oat & Grain Crisps

Oat Krunch Oat & Grain Crisps are Munchy’s answer to snackers who want it all—bold flavour, wholesome ingredients, and zero guilt. Packed with multigrain goodness and no trans fats, they’re made for modern tastes and mark a fresh new chapter as the brand steps beyond biscuits into crunchier territory.