Licious announces foray into alternative protein sector

Priced at Rs 349 onwards, UnCrave will be available in a chick~n & mutt~n variant in packs of 4

Licious, a Bengaluru-based D2C Food Unicorn, has announced its foray into the alternative protein sector with the launch of UnCrave – India’s first D2C plant-based meat brand. 

This launch aligns with the company’s strategy of portfolio diversification leveraging its strong core brand equity. Licious aims to emerge as a market leader within the 1st year of launch itself & create relevance for the larger set of meat-eating consumers who trust the brand.

Developed from plant-based proteins, the offering currently consists of vegetarian chicken and mutton seekh kebabs that are rich in protein and free of all artificial preservatives and trans fat. In the initial phase, the UnCrave range will be available in all major metro cities in India.

“We have invested in over 20 months of R&D, in-house, to develop a range of products that closely resembles the taste and texture of meat in a never-before-experienced way. We have paid close attention to not just the quality standards, but also the nutritional profile making it a protein-rich vegetarian fare that is also free of artificial preservatives & MSG. With UnCrave, we aim to introduce the country to newer ways of experiencing meat”, said Abhay Hanjura & Vivek Gupta, Co-founders of Licious.