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August 20, 2019

India’s Licious expands into packaged foods with meat spreads launch

Licious, the India-based fresh and cooked meats business, is expanding into the packaged food market with a new launch.

By Dean Best

Licious, the India-based fresh and cooked meats business, is expanding into the packaged food market.

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The company was set up in 2015 by Abhay Hanjura and Vivek Gupta as a meat and seafood firm but is now launching a range of meat-based spreads to “disrupt the ready-to-eat category”.

Located in Bengaluru, Karnataka, Licious said it plans to grow the packaged food segment of the business over the next three years to 20% and hopes to capture a 15% share of the Indian market in the same time frame as it expands its product offering in the segment. 

The company’s founders 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 and ready-to-eat categories with pre-marinated meats and bottled spreads. We envisage a promising omni-channel play for our range of products.”

Licious meat spreads contain 35% chicken chunks per 100 gram and are free from artificial preservatives, flavours and colours. The new spreads are available in 30-gram and 200-gram packets at the equivalent price of US$0.42 and $2.77, respectively.  

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img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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