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With
presence across raw meat & seafood, marinades and RTE, Licious is India's
first Meat Food brand
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Aims at disrupting the ready-to-eat category by
diversifying into the $800-million
spreads market
Mumbai, August 19th 2019: Consolidating
its position as India’s first and only Meat Food Brand, Licious announced its
foray into packaged food category with the launch of its latest innovation. The
company launched a first-of-its-kind ‘meat-based-spreads’ that will transform
the way we consume meat in India. In its fifth year of operations, Licious
is entering a new phase of growth with product diversification and exciting
line-up of launches planned through the year. The product was unveiled by
Bollywood celebrity, Shilpa Shetty Kundra in a gala gathering at Four Seasons
Hotel, Mumbai.
The spreads category in India, valued at $800-million, is
growing at a steady rate of 16 per cent. Butter, jams, chocolate spreads and
mayo-based spreads have been the key products, with little on offer for the
meat lovers. Given that 72 per cent
Indians consume meat, for Licious, the gap in the spreads category presents a
huge opportunity. As India’s first consumer unicorn in the making, Licious is
all set to revolutionise this category, starting with six uniquely flavoured
meat spreads- butter chicken, continental chicken, honey-mustard chicken,
shawarma chicken, sweet tamarind chicken and herby-tomato chicken.
The USP of Licious’ meat spreads are presence of generous
amount of freshly cooked real chicken chunks. These meat spreads contain 35
percent of chicken chunks per 100 gms of the product such that there meat in
every bite. Not only are they a natural source of protein but also they are
free of artificial preservatives, flavours and colours. They contain 0% making
them the perfect choice for health-conscious consumers. The spreads can be used
with bases like bread, paratha, chapatti, and salads to make wholesome
sandwiches, wraps and salads.
Speaking at the launch, Abhay Hanjura and Vivek Gupta,
Founders, Licious, said, “From selling a range of fresh and raw meat
products online, we have evolved not only in terms of core offerings in the raw
and fresh meat category, but also entered the ready-to-cook (RTC) and
ready-to-eat (RTE) categories with pre-marinated meats and bottled spreads. We
envisage a promising omni-channel play for our range of products. We are
building a brand in a highly fragmented and unorganised space. Our vision is to
create a loved consumer meat brand.”
“The spreads market
is witnessing robust growth due to changing consumer tastes, expanding
middle-class population and increasing demand for tasty and healthy food
products. Today, Licious has kick-started an ambitious
diversification journey with the launch of India’s first meaty spreads,
strengthening our position as a consumer product company. The RTE category is
an important growth engine. As the company diversifies into varied categories under
the packaged food segment, our target is to acquire 15 per cent of the market
share in the next three years,” said the founders.
Over the the next three years, Licious is aiming at
growing their packaged food business to contribute to 20 per cent of the
overall business.
The chief guest for the event, Shilpa Shetty Kundra, said, “As
a mother and health-conscious individual, I am aware of the daily food battles
that our busy lifestyles challenge us with. We are what we eat, goes the
saying. So, quality is of paramount importance. I’m glad that a home-grown
consumer brand like Licious - a meat food company playing in multiple
categories - is exploring new frontiers of food innovation in terms of
world-class products that offer wholesome nutrition, bringing together the best
of health and taste. I’m a fan of their all-natural meat-based spreads. It’s
going to be the new staple in my household.”
Licious was founded in 2015 in Bengaluru as an online
brand that sells raw meat products like chicken, sea-food, red meat,
pre-marinated meat, and gourmet meat-based products. The company has revolutionised
the traditionally unorganised market by delivering fresh and hygienic meat at
the doorstep of consumers within 120 minutes of ordering. Today, the company
also offers a range of value-added products under the RTC and RTE categories.
Currently, Licious is present in Bengaluru, Hyderabad,
Delhi-NCR, Chandigarh, Mumbai, Pune and Chennai. Over the coming months, the
plan is to establish a national presence as India’s first omni-channel brand in
the meat space.
Licious
meat spreads will be available in key offline and online stores across all
markets. Available in 30 gms and 200 gms packets, the products are priced at Rs
30 and Rs 199 respectively.
