UnCrave, a line of vegan meats introduced by Licious – Startup Story

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With the introduction of UnCrave, its first portfolio brand, Licious—first India’s D2C unicorn—enters the plant-based meat market.
The brand’s product line includes vegetarian chickn and muttn seekh kebabs, which start at Rs 349 and are high in protein. Currently, the business is also selling an introductory single-serve pack for Rs 99.
The ready-to-cook foods are guaranteed to be free of trans fat, artificial preservatives, and the flavour enhancer monosodium glutamate (MSG). The items have a shelf life of 12 to 14 days and require 8 minutes to cook.
Licious is the only Indian company to house both animal and alternative protein under one roof, according to Simeran Bhasin, Business Head for Alternative Protein at Licious. Because we have always put our customers first, we have been able to do this.
Over the past two years, the brand has developed significantly thanks to the consumer-backed research and innovation process.
“UnCrave’s narrative is remarkably similar to that of the mother brand. There was no precedent for the quality level that we could follow. Therefore, we invested in research and development for two years,” she continued.
The scientists looked more closely at the nation’s meat consumption patterns and discovered that a sizable portion of the population does not eat meat frequently and is nevertheless protein deficient.
Additionally, we celebrate and hold ideas that are related to our identities, which may influence when we can eat meat. With UnCrave, Licious hopes to provide such customers a protein-rich substitute.
Simean declared: “Today’s vegans and other people who are conscious of their dietary choices should consider plant-based alternatives. But a sizable portion of India is still unfamiliar with this category, therefore we have made it our responsibility to spread it throughout the country.”
Currently, the products are offered through the Licious app, Licious stores, markets, and other channels in Delhi NCR, Mumbai, and Bengaluru.
 
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