Licious Rebrands Heat-and-Eat Range as Sizzl to Tap Growing Convenience Food Market

Licious, India's one of the leading D2C meat and seafood brand, has rebranded its heat-and-eat snacks and meals portfolio as Sizzl, bringing over 80 products under a distinct identity. 

The new brand was unveiled at a creator-led launch event in Mumbai, attended by over 300 celebrities and content creators, including Varun Dhawan, Uorfi Javed, Ibrahim Ali Khan, Rebel Kid, Agu Stanley and Aleksandar Alex.

“At Licious, we have always believed India deserves better meat, and we extend that same philosophy to our heat-and-eat snacks and 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,” Tavleen Bhatia, Business Head – Value Added Products, Licious.

The launch showcased Sizzl's portfolio through a series of interactive food and entertainment experiences. From momo-eating challenges and momo-folding masterclasses to a giant microwave transformed into a rave zone, the event brought the brand's convenience-led offerings to life. The Protein zone recreated an urban akhada with strength challenges, while the Kebab zone featured a desi dhaba-inspired setup with smoky grills and a DIY kebab experience.

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 consolidating over 80 heat-and-eat snacks and meals under a dedicated brand identity. The move marks its efforts to tap into evolving consumption patterns and strengthen its presence in the convenience-led food segment, catering to consumers seeking flavourful, meat-based options that require minimal preparation.