Licious, the direct-to-consumer meat and seafood brand, has rebranded its heat-and-eat snacks and meals portfolio as Sizzl, introducing a distinct identity for its range of ready-to-cook food products. The launch took place at a creator-led event in Mumbai on October 29, featuring actor Varun Dhawan and over 300 celebrities and content creators.
The event showcased Sizzl's portfolio of more than 80 snacks and meals through a series of interactive food, fitness and entertainment experiences. Attendees included Uorfi Javed, Ibrahim Ali Khan, Rebel Kid, Agu Stanley and Aleksandar Alex.
The launch featured several experiential zones, including a momo-eating challenge, a momo-folding masterclass and a giant microwave transformed into a rave zone, with music and lighting synchronised with the heating time of Sizzl's products.
Other attractions included a protein zone featuring battle ropes, tyre flips and strength challenges, alongside a kebab zone designed around a traditional desi dhaba, complete with smoky grills and a do-it-yourself kebab experience.
Dhawan joined Licious co-founders Abhay Hanjura and Vivek Gupta on stage to unveil the new brand identity. Ibrahim Ali Khan participated in a tasting session featuring the brand's spreads, while Uorfi Javed added a fashion element to the event with an outfit made from kitchen utensils.
Speaking about the rebranding, Tavleen Bhatia, Business Head – Value Added Products, Licious, said the new identity builds on the company's focus on quality meat while addressing changing consumer preferences for convenient food options.
She added that Sizzl offers freshly prepared snacks, starters and sides made with meat, without palm oil, artificial preservatives or soya fillers. The products can be prepared in two to eight minutes and delivered within 30–45 minutes.
Varun Khanna, SVP Marketing, Licious, said Sizzl aims to address the needs of time-constrained households looking for convenient food options without compromising on the experience of eating. He added that the brand seeks to build a connection with consumers through an informal and playful approach to food.
With Sizzl, Licious is bringing its heat-and-eat portfolio under a dedicated brand identity, targeting consumers seeking convenient, flavour-led snacks and meals that require minimal preparation.
