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Licious bets on 'house of brands', launches plant-based meat brand UnCrave

India’s plant-based meat sector is expected to grow to $400 million over the next two years and there are more than 200 such meat, dairy, egg and ingredient startups in the country, Plant Based Foods Industry Association has said

October 10, 2022 / 01:16 PM IST

Online meat seller Licious is betting on a “house of brands” strategy and has launched a plant-based meat brand called UnCrave, as demand for such products rises amid growing health and environment concerns.

The move comes after the direct-to-consumer unicorn began expanding into the ready-to-eat category and opened offline stores at a time when D2C brands are finding it difficult to sustain growth.

“We wanted to provide an alternative to our consumers to satisfy their meat cravings. So, we even coined the word ‘Uncrave’,” said Simeran Bhasin, Business Head, Alternative Protein-Licious.

According to the Temasek-backed company, the new independent brand UnCrave will begin with vegetarian ‘chick~n’ and ‘mutt~n’ seekh kebabs in metro cities.