Licious recently announced its foray into the spice segment with the launch of its new range of specialised Meat Masalas.

With this latest category expansion, the Licious brand has introduced expertly crafted eight classic masalas for consumers, offering meat lovers a perfect match for meat — resulting in their favourite meat dishes. The latest launch stems from extensive research & development at the brand, with its offering a range of masalas that are not only a 100% perfect match for meats but would also elevate the cooking experience for consumers.

The range includes Asli Garam Masala, Classic Chicken Masala, Classic Meat Masala, Khansama Biryani Masala, Original Tandoori Chicken Masala, Shandaar Butter Chicken Masala, Chatpata Fish Fry Masala, and Dakshin Pepper Fry Masala. These masalas are a complete spice mix, marked by freshness and natural tenderisers that reduce marination time to 15 minutes, rendering the meat more juicy and tender once cooked.

Speaking about expanding the brand’s offering with this new range, Vivek Gupta, co-founder of Licious, said, “Licious’ latest foray into masalas aligns with the company’s strategy of portfolio diversification, leveraging its strong core brand equity. We have observed a shift in consumption patterns, with consumers wanting to recreate authentic recipes within the comfort of their homes. We are confident that consumers will truly relish this new offering and choose the perfect match for their most loved meat dishes.”

Commenting on the brand’s foray into a new category, Yash Bhatia, business head, Licious said, “With  our deep understanding of consumer’s meat eating preferences and subsequent needs, we have been able to achieve a superior and differentiated product with our Meat Masalas range. Most offerings in the masala category at present are not specialised for meat dishes. With our new range we aim to bridge this gap in the category and at each step, make Licious a part of the consumer’s gastronomic journey. The latest innovation is a testimony to our constant efforts to provide our consumers with the best and we are aiming to build this category to more than Rs 300 crore over the next 5 years .”

Currently, the products are available in Delhi NCR, Bangalore, Mumbai, Pune and Hyderabad through the brand’s app and other e-commerce platforms. The new range of Masalas is 100% vegetarian and is available in single-use sachets to help retain freshness and provide ease of usage. Pricing starts from Rs 49, and  the entire range is available on the app and website.

subscribe processed food industry magazine