Licious has expanded into the ready-to-eat protein segment with the launch of Daily Protein Fix, a range of fully cooked chicken breasts aimed at consumers looking for convenient sources of protein without the preparation involved in cooking meat from scratch.
The range comprises five variants, Kalimirch, Tandoori, Lemon Herbed, Cajun and Herbed Garlic. Each 200g pack contains 30g of protein and is priced at ₹229. The products are fresh rather than frozen and can be heated in around two minutes, according to the company.
The launch comes as protein increasingly becomes part of everyday food choices, with brands across categories introducing products positioned around higher protein content. Licious is approaching the opportunity through whole-food protein, using chicken breast as the core product rather than adding protein to conventional packaged foods.
Daily Protein Fix is currently available through the Licious app across Delhi NCR, Mumbai, Pune, Bengaluru, Hyderabad, Chennai and Kolkata, with the company offering 30-minute delivery in these markets.
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.”
The launch also expands Licious’ presence in the ready-to-eat and convenience-led food space, alongside its existing fresh meat, seafood and ready-to-cook portfolio. The company currently offers more than 300 SKUs across these categories, according to its latest company information.
With Daily Protein Fix, Licious is positioning chicken not just as an ingredient that requires preparation, but as a ready-to-consume protein option that can be eaten on its own or added to everyday meals.
