Licious has brought its heat-and-eat snacks and meals under a new brand identity called Sizzl to win over Gen Z snackers, putting more than 80 products into a single portfolio as it expands its value-added food business.
Bengaluru-based meat and food company launched Sizzl at a creator-led event in Mumbai. More than 300 celebrities and content creators attended the launch, which used food demonstrations and interactive activities to present the new range.
New rebranding covers snacks, starters, sides, protein products, momos, kebabs and spreads. Licious is positioning the range around convenience, with products that can be prepared in a few minutes rather than requiring cooking from scratch.
Sizzl By Licious
Launch event was built around different product categories rather than a conventional product presentation. A momo section included an eating challenge and a folding session, while another installation turned a large microwave into a music and lighting zone linked to the heating time of Sizzl products.
A separate protein section used fitness activities, including battle ropes and tyre-flipping challenges. The kebab area was designed around a roadside dhaba theme, with grilling and a hands-on kebab experience.
Actor Varun Dhawan joined Licious co-founders Abhay Hanjura and Vivek Gupta for the unveiling. Actor Ibrahim Ali Khan took part in a tasting activity focused on the spreads range, while content creator Uorfi Javed appeared in an outfit made using kitchen utensils.
Licious Company Portfolio
According to Licious, Sizzl products are designed for consumers looking for meat-based food that requires limited preparation. The company said the range includes freshly made snacks, starters and sides that can be ready in two to eight minutes.
Tavleen Bhatia, Business Head – Value Added Products at Licious, said the new range is aimed at consumers who want to eat meat more often but may not have time to prepare it from scratch. She said Sizzl focuses on convenience while maintaining the quality standards followed by the company.
Company said its products do not use palm oil, artificial preservatives or soya fillers. Licious also said the products can be delivered within 30 to 45 minutes, although delivery times can vary by location and order conditions.
Brand New Identity
Varun Khanna, SVP Marketing at Licious, said the brand was created around the needs of families looking for food that requires less preparation without making meals routine. He described Sizzl as an effort to reduce kitchen work while keeping the focus on food and convenience.
Launch is part of a broader effort by Licious to give its value-added products a separate identity. Instead of presenting the products only as extensions of its core meat business, the company is bringing them together under the Sizzl name.
Portfolio currently includes more than 80 products. The company is using the new identity to bring different categories into one range rather than market each product separately.
What is Licious
Licious is a Bengaluru-based meat and food brand founded in 2015 by Abhay Hanjura and Vivek Gupta. The company operates a direct-to-consumer model, selling fresh meat, seafood and ready-to-cook or value-added food products through its online platform and delivery network.
Business initially focused on delivering fresh meat and seafood to consumers, and later expanded into products that require less preparation. Its value-added portfolio includes snacks, starters and other ready-to-cook food items, with Sizzl now serving as the identity for its heat-and-eat range.
Sizzl Food Range
Brand new identity comes as food brands increasingly compete on preparation time as well as product variety. For Licious, Sizzl provides a separate platform to build its convenience-food business while continuing to operate its wider meat portfolio.
Seafood startup has not disclosed separate financial targets for Sizzl. Its immediate focus, based on the launch, is to establish the new identity around its existing 80-plus products and make the range part of more everyday eating occasions.
