Licious has given its heat-and-eat snacks and meals portfolio a new identity, introducing Sizzl at a creator-led launch event in Mumbai on October 29. The rebranding brings the company’s range of convenient meat-based food products under a distinct label, with actor Varun Dhawan joining the co-founders to unveil the brand.
The launch brought together more than 300 celebrities and content creators, including Uorfi Javed, Ibrahim Ali Khan, Rebel Kid, Agu Stanley and Aleksandar Alex. Designed around Sizzl’s food offerings, the event featured a series of interactive activities that allowed guests to explore the brand through food, fitness and entertainment.
Among the highlights were a momo-eating challenge, a momo-folding masterclass and a giant microwave transformed into a rave zone, where music and lighting synced with the heating time of Sizzl’s microwavable products. A dedicated protein zone featured battle ropes, tyre flips and strength challenges, while the kebab section recreated a desi dhaba experience with smoky grills and a DIY kebab activity.
Dhawan shared the stage with Licious co-founders Abhay Hanjura and Vivek Gupta for the unveiling. Ibrahim Ali Khan participated in a tasting session featuring the brand’s spreads, while Uorfi Javed added a fashion-led element to the event with an outfit made from kitchen utensils. The experiences showcased a portfolio comprising more than 80 snacks and meals.
Explaining the thinking behind the rebranding, Tavleen Bhatia, business head – value added products, Licious, said: “At Licious, we have always believed India deserves better meat, and we extend that same philosophy to our heat-and-eat snacks & meals range – delicious, meaty snacks with no compromise. Today, people want to eat more meat, but they don’t have time to cook from scratch every time, and they don’t want to rely on unhealthy takeout often. That’s where Sizzl was born: a range of freshly made snacks, starters, and sides made with the highest-quality meat, no palm oil, no artificial preservatives, and no soya fillers, ready in 2-8 minutes and delivered in 30-45 mins. This launch event has been the physical manifestation of this brand’s personality, bringing people together to experience the joy of meat with unapologetic flavours, without compromise. There couldn’t be a more fitting way to bring this baby to the world.”
Varun Khanna, SVP marketing, Licious, added: “Time-starved families have enough on their plate before the food even gets there. With Sizzl, ‘almost-ready’ means less work in the kitchen, not less excitement at the table. We’re building a co-conspirator for consumers who want to dish out kickass food without turning dinner into a project. Our ambition is to join the fun around food, with a little irreverence and no lecture. Bringing creators together for a food-first event is our opening move.”
With Sizzl, Licious is establishing a separate identity for its ready-to-heat food portfolio, built around convenience without moving away from its focus on meat-based products.
From a marketing perspective, the rebranding gives Licious an opportunity to address consumers who want quicker meal options without giving up flavour or variety. Sizzl also creates room for the company to build a more distinct personality around its heat-and-eat range, while the creator-led launch puts the brand’s food proposition at the centre of the experience rather than relying solely on celebrity visibility.
