Licious enters packaged food segment with meat-based spread launch

Food brand Licious has launched its meat-based-spread range, marking its entry into the packaged food category.

The new range is claimed to be the first of its kind in the Indian market and was launched with an objective to disrupt the ready-to-eat category.

Licious founders Abhay Hanjura and Vivek Gupta jointly 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 omnichannel play for our range of products. We are building a brand in a highly fragmented and unorganised space.”

“The spreads market is witnessing robust growth due to changing consumer tastes, expanding the middle-class population and increasing demand for tasty and healthy food products.”

The company noted that its meat spreads contain 35% chicken chunks per 100g and are free from artificial preservatives, flavours and colours.

Licious meat spreads can be purchased online and in stores, packed in 30g packets for Rs30 ($0.42) and 200g packets for Rs199 ($2.77).

Over the next three years, the company plans to grow its packaged food business to contribute to 20% of the overall business.

Licious has a presence across raw meat and seafood, marinades and RTE.

The company aims to acquire 15% of the market share in the next three years, as it diversifies into varied categories under the packaged food segment.