MUMBAI: GlaxoSmithKline Consumer Healthcare has transformed Horlicks from a health food drink to a wholesome food and beverage brand.
Horlicks has undergone a makeover to adopt a unified identity in the look and feel across the product portfolio.
GSKCH managing director Zubair Ahmed said, "We are very excited with the opportunities in the health and wellness category prevalent in India today. It has been a natural progression for Horlicks from an HFD towards a food and beverage brand with its plethora of offerings, thereby cementing its place as a Mega Brand. Horlicks has seen unprecedented growth in the last 3-4 years. With a 52 per cent share in the HFD category, this move will further strengthen the equity that the brand enjoys amongst consumers ".
As part of the revamp, the brand is also investing in an extensive mass media campaign across TV, print and mobile marketing. A nationwide activation campaign will also be announced this month as part of which consumers will have to call and answer three simple questions on health, record their ‘mauka‘ and they might stand a chance to get their opportunity/mauka funded through Horlicks.
"The new look and feel has been arrived at after a lot of consumer research and the inspiration has been taken from within the brand itself. The Wave on the packaging symbolizes Activity and ‘Sfoorti‘ and the Milk and Wheat visual establish Horlicks as the Great Family Nourisher. The Blue and Orange colour have been a part of the Horlicks brand over the last many years- Blue signifies the Dynamism/ Sfoorti and Orange signifies the association of the brand as the nourisher of the family. The logo of the Horlicks Nutrition Academy reinforces the brand‘s trust and equity in the consumers‘ minds and also the fact that Horlicks has been backed by science and endorsed by experts" said GSKCH executive VP-Marketing Shubhajit Sen.
Horlicks has emerged as an over Rs 15 billion mega brand with products under various categories like biscuits, nutribars and the most recent one being instant noodles.
