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The All-New Crimson Crunch Chicken from Texas Chicken Malaysia


Texas Chicken Malaysia is drumming up the festive spirit with the all-new Crimson Crunch Chicken. Inspired by Malaysians’ Chinese New Year favourite snack, the dried chilli shrimp rolls – this new Crimson Crunch Chicken will send your palate tingling with the explosive combo of sweet, spicy and savoury flavours. The lingering umami taste comes from the coating that features a mixture of breadcrumbs and crispy prawn chilli which have been combined with key ingredients like garlic, dried chilli and fried onions.


Tham Yue Foon, General Manager of Texas Chicken Malaysia shared, “At Texas Chicken, we are constantly innovating with flavours in order to provide new and unique sensory experiences to excite consumers. This time around, for Chinese New Year, we were inspired by this simple yet delicious condiment which is familiar to the Chinese community – the crispy dried shrimp sambal or hae bee hiam - which goes well with bread and rice, and is also the flavour of a popular crispy roll snack during the festive season. We are delighted to serve our own take of this crowd favourite with the introduction of the Crimson Crunch Chicken.”


In conjunction with the launch of the all-new Crimson Crunch Chicken and the upcoming Chinese New Year, Texas Chicken has also produced a video  backed by a trio of drummers beating to a rousing rhythm on the Chinese Drums, ushering in the auspicious year of the Tiger. The music is themed around ‘Rising, Celebrating and Thriving’ where they hope to lift the spirits of Malaysians and inspire them to move forward with an upbeat feeling for a better year ahead.

“In keeping with the festive occasion, we will also be giving away our uniquely designed Year of the Tiger ang pow packets with every purchase of the Crimson Crunch combo or purchases above RM20 per receipt. While many things have changed since the pandemic, we hope to keep certain traditions alive including the gifting of ang pows as friends and families will now be able to reunite in person and celebrate in a safe manner this year,” Tham added.


The all-new Crimson Crunch Chicken will be available while stocks last at all Texas Chicken Malaysia stores and via its food delivery partners (GrabFood and foodpanda) from 18 Jan 2022 onwards.


For more information on Texas Chicken Malaysia’s offerings, log on to their Facebook page at

About Texas Chicken Malaysia

Founded in San Antonio, Texas in 1952 by George W. Church, Church’s Chicken, along with its sister brand Texas Chicken™ outside of the Americas, is one of the largest quick-service restaurant chicken chains in the world. The brands specialize in Original and Spicy Chicken freshly prepared throughout the day in small batches that are hand-battered and double-breaded, freshly-baked honey-butter biscuits and classic, home-style sides. Church’s Chicken and Texas Chicken™ have more than 1,500 locations in 25 countries. In Malaysia, Texas Chicken™ is owned and operated by Envictus International Holdings Limited and has more than 80 restaurants nationwide. For more information about Texas Chicken Malaysia, visit:



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