Licious Introduces Sizzl to Target Younger Consumers

Licious, the direct-to-consumer meat and seafood brand, is giving its ready-to-eat food range a separate identity with the launch of Sizzl. The new sub-brand aims to attract younger consumers by focusing on convenience, flavour and food culture.

The Sizzl range brings together more than 80 products, including momos, kebabs, tikkas, snacks and protein-focused meals.

The brand was introduced at a creator-led event in Mumbai, attended by more than 300 celebrities and content creators, including Varun Dhawan, Uorfi Javed, Ibrahim Ali Khan and Rebel Kid.

According to Varun Khanna, SVP–Marketing at Licious, the company wanted to give its existing ready-to-eat portfolio a distinct identity and marketing direction. The move also reflects Licious's ambition to expand beyond raw meat and become part of more everyday food occasions.

A Younger Identity for Licious

Licious has traditionally focused on fresh meat, seafood, fish and eggs, catering primarily to consumers around 40 years of age. Sizzl, on the other hand, is targeting consumers around 28 years old, with the broader aim of reaching people as young as 25.

The sub-brand has a playful and youthful personality while retaining Licious's focus on quality. Khanna describes it as a cheeky younger sibling to the parent brand.

The new identity brings together products that Licious has been selling for several years. Through Sizzl, the company wants to strengthen its position in the ready-to-eat food category and tap into the wider meat and seafood market.

Momos are another important opportunity, with Khanna estimating the largely unorganised market at around Rs 30,000 crore.

Connecting Through Creators and Experiences

Sizzl's marketing strategy focuses heavily on social media, creator collaborations, experiences and product sampling.

The brand is working with creators such as Rebel Kid and Gaurav Kapoor. It has also organised run clubs and partnered with PVR to integrate its products into movie-related experiences.

These activities allow Sizzl to connect with consumers through interests such as fitness, entertainment and social gatherings.

Licious has also increased its investment in social media and content, with these activities accounting for around 15–20% of its marketing expenditure over the previous 18 months.

Convenience Meets Protein

Sizzl positions itself as a convenient food option for consumers looking for quick meals and protein-rich snacks.

According to the company, most products in the range, apart from momos, are fresh and chilled rather than frozen, giving them a shorter shelf life.

Licious also highlights its focus on ingredients and product quality. Its chicken momos are made without fillers, while its kebabs and tikkas are positioned as products without unnecessary additives.

Protein is a major part of the brand's proposition. Its daily protein range includes a 200-gram chicken breast portion containing approximately 30 grams of protein, designed for convenient preparation.

Khanna also mentioned that the range has recorded strong repeat purchases, although the company has not shared specific sales figures.

Sizzl Takes a Premium Pricing Approach

Sizzl is positioning itself at a higher price point than several competitors in the frozen momo category.

While competitors offer different pack sizes, Sizzl's 16-piece pack is priced at Rs 379, making it a premium offering in the category.

Distribution Strategy

Licious is currently focusing on its existing distribution channels rather than rushing into new formats.

Sizzl is available through the Licious app, quick-commerce platforms and selected retail stores. The company's own platform contributes more than half of its revenue, while quick-commerce accounts for approximately 10–20% of its product selection.

Licious currently offers more than 300 products and around 450 SKUs through its platform.

The company has no immediate plans to open dedicated Sizzl cafes or restaurants. Instead, it wants to strengthen its presence through existing online and retail channels.

Focus on Major Metro Markets

Mumbai, Delhi and Bengaluru are among Sizzl's key markets, with the brand reporting consistent performance across these cities.

Khanna highlighted that certain areas of Delhi and Bengaluru have already scaled to Rs 150 crore in annual business.

For now, Licious is focusing on strengthening its presence in major metropolitan markets rather than expanding rapidly into tier-two cities. The company also recognises regional differences in food preferences, while believing that products such as kebabs, tikkas and momos have broader appeal across markets.

Can Sizzl Build a Stronger Food Brand?

With Sizzl, Licious is looking to attract younger consumers without changing the established identity of its parent brand.

The sub-brand gives the company an opportunity to build a more playful personality and connect with audiences through food, fitness, entertainment and social experiences.

Licious has previously expressed its ambition to become the “Amul of meat” by building a brand that becomes closely associated with the category.

For Sizzl, the challenge will be to stand out in the competitive convenience-food market, justify its premium pricing and encourage repeat purchases.

The company is relying on Licious's existing reputation, convenient product offerings and experience-led marketing to make Sizzl a familiar part of consumers' everyday food choices.