Horlicks is hoping to tap the health trend with a new ‘Healthy’ range of powdered shakes.
The Horlicks Healthy range comprises four flavours offering “a blend of carefully selected vitamins, minerals and functional ingredients”, according to the brand.
They are: Healthy Body, designed to aid vitality, Healthy Gut, to boost immune function, Healthy Mind, which the brand said “helps you to think and feel at your best”, and Healthy Sleep, designed to “reduce tiredness and fatigue”. They will roll out from late June onwards in 400g pouches (rsp: £14.99).
Britain had “an ageing population, largely wanting to stay active and enjoy their life but lacking the right products for them”, said Michelle Younger, head of marketing at Horlicks owner Aimia Foods. “We all want to be at our best, and as we get older this is no longer a ‘nice to have’, it’s a ‘must’ for a fulfilling life.”
The range “has been developed to meet the demand for those consumers who are off-put by current protein-based products – making nourishment enjoyable, easy and delivering the delicious malty flavour Horlicks is known and loved for”.
It’s the latest move from the long-standing brand to try and tap into more modern trends and consumer tastes. In 2020, Horlicks rolled out a vegan version of its Original drink into Asda’s ambient vegan bays.
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