The choice of millions of caring mothers across the globe, Horlicks is a malted milk hot drink. Developed by James and William Horlick, it is now manufactured by GlaxoSmithKline in India, the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan and Jamaica, and under licence in the Philippines and Malaysia.
Horlicks is the leading health food drink in India and is among the ‘Most Trusted Drinks Brand’ (Economics Times Survey, 2004). It enjoys more than half of the health food drink market. It is clinically proven to improve bone area, bone mineral content and bone density and has been found to make kids taller.
Horlicks in India has been scientifically developed to specifically cater to the nutritional needs of the Indian diet. It helps meet the requirements of the essential nutrients in children, such as iron and the vitamins that aid iron absorption. From the available data, it has been seen that children in India are not getting enough of these vitamins and minerals from their daily diet. Research shows that these nutrients are very important for school age children for their attention, concentration and memory as well as their physical performance and growth. Thus Horlicks is a beneficial supplement for children to aid not only their growth but also to enhance their attention and concentration levels. The brand claims to have established this fact through a large clinical trial among school going children.
Although it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003 to further increase its reach. The modern and contemporary Horlicks offers ‘pleasurable nourishment’ with a delicious range of flavours including vanilla, toffee, elaichi and chocolate.
With revitalised packaging synergistic with the new brand personality, Horlicks is a favourite with both mothers for its nourishment and kids for its great taste and flavour. Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs.
The Horlicks nutrition academy has had international teams of scientists consistently work with child care experts, paediatricians and nutritionists to understand the science of growth. Years of collaboration has brought forward that experts rely on a number of vital signs – like height, strength, healthy weight gain, blood health and concentration – to evaluate growth and development in children. Horlicks’ ‘5 Signs of Growth’ covers each of these growth needs and aids in development of a child.