Licious has expanded its ready to cook portfolio with the launch of a new momo range under the campaign ‘Mother of All Momos’. The move marks the company’s entry into one of India’s fastest growing snack categories, with four variants including Loaded Chicken, Korean Chicken, Cheesy Chicken, and Chunky Prawn Momos.
As per the company, the products are designed to bring the experience of street style momos into home kitchens through meat based fillings and thin wrappers.
Momos Become a Growing Opportunity in Convenience Food Market
The launch comes as momos continue to gain popularity beyond their regional origins, becoming a mainstream snack and meal option across urban India. Their growing appeal has created opportunities for food brands to introduce ready to cook formats that cater to consumers seeking convenience without compromising on familiar flavours.
With this launch, Licious is further strengthening its presence in the convenience food segment while responding to changing consumer eating habits.
Licious Takes a Localised Approach to Promote New Momo Range
To support the launch, Licious has rolled out a multi city campaign across cinema advertising, outdoor media, residential communities, quick commerce platforms, digital channels, and creator partnerships. The campaign uses city specific storytelling to reflect how momos are consumed across different regions.
In Delhi NCR, creator content and collaborations with comedians Gaurav Kapoor and Vir Saini tap into the city’s established momo culture, while in Mumbai, the campaign highlights the role of comfort foods in everyday urban life. The marketing effort combines online and offline touchpoints to build awareness for the new category launch.
Varun Khanna, Senior Vice President – Marketing, said, “The idea was simple. Don’t sell momos, celebrate them. Indians don’t need to be convinced to love momos; they already do. Licious wanted to meet that love where it lives, whether that’s a cricket match, a comedy show, or a movie theatre. The campaign did exactly that. The response has been strong with Delhi, Bangalore & Mumbai seeing multi-fold growth in revenue and adoption.”
