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Munchy's Wheat Krunch with the Goodness of Collagen

Munchy's Wheat Krunch with the Goodness of Collagen

October 11, 2011  | Posted in Events/Media Releases Share Article |

KUALA LUMPUR, October 11, 2011 – Who says what taste good can’t be good for your body too? Pushing aside the old assumption is Munchy’s new Wheat Krunch Collagen, deliciously fun and tasty crackers that promises the health-conscious, the trendy and those who are always on the move, a snack that is both divinely satisfying and healthier choice for the body.

True to its namesake, the new addition to Munchy’s highly-popular Krunch series comes with the benefit of collagen. In fact, four packs of Wheat Krunch Collagen, with four pieces of crackers per pack, contain a total of 1200 milligrams of collagen. Collagen has been attributed to health benefits ranging from improving the appearance of one’s skin, hair and nails to helping alleviate joint-related problems. 

In addition, Munchy’s new Wheat Krunch Collagen is baked, not fried, with specially selected wheat flour. It contains at least 80% wheat content and has no artificial sweeteners and preservatives.




Photo above: Munchy’s Wheat Krunch Collagen makes snacking an enjoyable yet guilt-free experience.



Edward Chen, General Manager-Marketing, MunchWorld Marketing Sdn. Bhd., said, “Wheat Krunch Collagen is a guilt-free snack. It is perfect for those who want a quick and convenient bite to eat to satisfy their hunger pangs without feeling penalised later. What’s more, in addition to the nutrition and nourishment the biscuit provide, Wheat Krunch Collagen also comes with the added health benefit from the collagen it contains.”

Wheat Krunch Collagen also tastes great with its wonderful aroma and sprinkling of parsley flakes. In neat bite-sized portions, our new offering truly says that ‘It’s OK to Krunch anytime, anywhere’, ’” Chen added with a nod to the well-known Krunch tagline.  

In reiterating the benefits of collagen, Catherine Kong, a Malaysian-based dietician with a Master of Science in Food Science, Nutrition and Technology, said, “Collagen is the main component of connective tissues, resulting in it being the most abundant protein in the human body. When ingested in adequate amounts, collagen has multiple benefits for our body.”



Photo right: Munchy’s Wheat Krunch Collagen comes in two sizes – (L) Family Pack for the delight of all at home; (R) Sharing Pack for busy professionals on the go.



“It has been touted that collagen improves skin appearance. Now research has proven that collagen improves the function of both the dermis and epidermis of the skin by increasing the water absorption ability of the stratum corneum, the outermost layer of the skin. Among collagen's lesser known benefits are its ability to improve satiety, resulting in reduced energy intake in the next meal, thereby aiding weight loss,” she added.

Kong also said that Malaysian consumers should snack healthy. “When snacking is practiced in moderation and healthful choices are made, snacking can help maintain metabolic rate, boost energy levels and be a good source of essential vitamins and minerals. Hunger pangs, which often occur an hour or two before meals, can be curbed by taking a small healthy snack. This would prevent overeating in the next meal,” she concluded.   

Munchy’s Wheat Krunch Collagen is available in all leading retail outlets. It comes in a 440g Family Pack priced at RM8.50 (West Malaysia) and RM8.90 (East Malaysia) and a 156g Sharing Pack priced at RM4.00 (West Malaysia) and RM4.40 (East Malaysia). For more information on Munchy’s, please visit www.munchys.com


About Munchy’s   

Munchy’s is Malaysia’s No.1 homegrown biscuit brand*, specializing in wafers, wafer sticks and biscuits. Since its birth in 1991, Munchy’s has grown to become the nation’s No.1 wafer producer and the No.2 biscuit producer both in terms of volume and value, while boasting state-of-the-art manufacturing facilities in Batu Pahat, Johor, Malaysia.

In line with its mission to fill all kinds of fun-eating snacks in every home, Munchy’s products can now be found in approximately 60 countries. Its main products include Munchy’s Cream Crackers, Mini Crackers, LEXUS Sandwich Biscuits, MUZIC Wafer, Oat Krunch and Captain Munch cookies.

Munchy’s incorporates two entities – its manufacturing arm, Munchy Food Industries Sdn Bhd (MFI), and MunchWorld Marketing Sdn Bhd (MW). MW is a leading provider of fully-integrated marketing and distribution services representing Munchy Food Industries Sdn Bhd.

*Source: Nielsen Retail Index Corporate Value Share (June 2006 – Aug 2011, excluding Sabah and Sarawak)


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