Licious rebrands heat-and-eat portfolio as Sizzl, signs Varun Dhawan

Direct-to-consumer meat and seafood enterprise Licious has restructured its ready-to-heat snacks and meals line under a distinct brand identity named Sizzl. The formal announcement took place in Mumbai, accompanied by the appointment of Bollywood actor Varun Dhawan as the official face of the newly established label.

The rebranding exercise brings more than 80 individual products—spanning snacks, starters, and complete meals—under the single Sizzl umbrella. Company executives noted that the move is intended to elevate the convenience-food category from a subsidiary product line into an independent brand with dedicated market positioning.

Actor Varun Dhawan appeared alongside company co-founders Abhay Hanjura and Vivek Gupta to introduce the new identity. Management stated that the collaboration aims to utilize the actor's mass appeal to communicate product attributes to households seeking quick meal solutions.

Tavleen Bhatia, Business Head for Value Added Products at Licious, stated that the portfolio is designed for consumers who prefer meat-based meals but lack the time for prolonged kitchen preparation. She added that the items contain no palm oil, artificial preservatives, or soya fillers, with preparation times ranging between two and eight minutes.

The launch event in Mumbai featured multiple experiential zones highlighting different product categories within the Sizzl catalog. These included interactive setups for momos, protein-focused snacks, and kebabs styled after traditional roadside dhabas.

Varun Khanna, Senior Vice President of Marketing at Licious, remarked that the brand intends to capture increased share in the urban convenience-eating segment. The company distributes its products through digital ordering platforms, promising delivery windows of 30 to 45 minutes for the newly classified range.