Delhi NCR based meat and seafood delivery platform Zappfresh is widening its footprint beyond fresh proteins with the launch of Meevaa Foods, a new brand focused on frozen vegetarian snacks. The move signals a push into the ready to eat and ready to cook segment as the company builds a broader packaged foods portfolio alongside its core meat business.
The first phase of the rollout will begin in Delhi NCR from February 9, with Mumbai and Bengaluru slated to follow from March 1. Zappfresh said the frozen range will be available across online channels and select retail partners, aimed at urban consumers seeking convenient meal options for everyday consumption and quick home cooking.
As part of the expansion plan, the company has set aside ₹10 crore to scale its frozen foods vertical over the next two to three years. The investment will be directed towards product development, cold chain strengthening, distribution reach and brand building in priority metros.
Meevaa Foods will debut with a pilot portfolio of 12 vegetarian frozen products, including staples such as samosas, momos, kebabs and patties. The company plans to refresh and widen the range every quarter, adding new formats based on early sales data, repeat rates and consumer feedback from launch markets.
Zappfresh expects the frozen foods business to serve both domestic demand and overseas channels over time. The company estimates that imports and exports could account for 15 to 20 percent of frozen volumes as the category scales, driven by demand from international marketplaces and diaspora focused retailers.
With this entry, Zappfresh is positioning itself in a fast growing segment where convenience foods are gaining traction across urban households. The company believes frozen snacks offer a natural extension to its cold chain capabilities and processing infrastructure, allowing it to build a parallel revenue stream while reducing dependence on fresh meat categories. The brand said its near term focus will remain on execution in the three launch cities before expanding to additional markets.
