Horlicks has brought its signature malty flavour to breakfast cereals with a malted porridge.
Targeted at families, the NPD (rsp: £3.50/400g) contains clusters of baked jumbo oats flavoured with the “creamy and malty taste of Horlicks”.
It has rolled into Morrisons.
“Extensive consumer research has told us that, given the choice, Horlicks fans would love to wake up to their favourite malty goodness brand,” said Horlicks brand manager Rebekha White.
“We decided to give them exactly that with the introduction of our Horlicks Malted Porridge,” White added.
The NPD follows a flurry of activity from Horlicks over recent years, intended to lure new shoppers to the brand.
In summer 2022, it unveiled Horlicks Healthy, a quartet of powdered shakes offering “a blend of carefully selected vitamins, minerals and functional ingredients”.
Horlicks then introduced three pudding-inspired drinks – Banoffee Pie, Apple Pie and Cherry Bakewell – and brought back its long-discontinued chewable tablets in late 2023, to mark its 150th anniversary.
The brand returned to TV for the first time in 20 years in early 2024 with ‘Horlicks – not just a bedtime thing’, aimed at driving consumption of its malty beverages throughout the day.
In November 2024, it launched an HFSS-compliant chocolatey spin-off for kids, Chocoland, teaming up with Star Wars: Skeleton Crew to back the launch.
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