Bengaluru, Aug 25: Licious, India’s most loved D2C meat and seafood brand, announced the launch of Daily Protein Fix – a range of fully cooked fresh chicken breasts designed to make everyday protein consumption faster, easier and more delicious. The range is available in five variants: Kalimirch, Tandoori, Lemon Herbed, Cajun, and Herbed Garlic. Each 200-gram pack offers 30 grams of protein, with 217–311 kcal across variants. Available on the Licious app across Delhi NCR, Mumbai, Pune, Bengaluru, Hyderabad, Chennai and Kolkata with 30-minute delivery, the product launch addresses a simple but persistent challenge for meat-eating, health-conscious consumers: getting enough clean protein from real food without cooking from scratch every day.
The launch comes at a time when protein has become increasingly embedded in India’s everyday food conversation. Yet, while protein is finding its way into everything from bars and beverages to snacks and packaged foods, access to convenient, protein-dense whole foods remains an everyday challenge. What makes the range particularly suited to everyday consumption is its convenience. With 30 grams of protein, the chicken is fresh, not frozen, and takes just two minutes to heat in a microwave or pan. Consumers can eat it as is or add it to other everyday meals, adding a substantial serving of protein without the time and effort of preparing chicken from scratch.
Speaking about the launch, Tavleen Bhatia, Business Head – Ready to Cook Category, Licious, said, “Today, protein is everywhere, which is a positive shift in how consciously people are thinking about food. But as the word ‘protein’ becomes increasingly common across categories, we believe consumers will want to differentiate genuine nutrition from protein-washing. Daily Protein Fix is our answer to that question: real chicken, fully cooked and fresh, delivering 30g of protein in two minutes. For us, it is about making high-quality, real-food protein as convenient as reaching for any other everyday food.”
With Daily Protein Fix, Licious aims to make protein consumption less about planning, prepping and cooking, and more about having a better food option within reach. The launch builds on Licious’ broader proposition of making high-quality meat and seafood more accessible through a combination of freshness, convenience and quality.