Horlicks is now INSTANT- August 2014

HORLICKS is now INSTANT
GSK Consumer Healthcare launches instant Horlicks - Horlicks, a healthy addition to your child’s daily diet

Kolkata, August 26, 2014: GlaxoSmithKline Consumer Healthcare relaunches Horlicks enriched with nutrients in a smarter, new age packaging. Horlicks is now ‘INSTANT’ making it better miscible in hot and cold milk, Horlicks contains 26 vital nutrients which can help bridge nutrient gaps in your children’s nutrient intake and is clinically proven to improve 5 signs of growth* in school-aged children (6-16 years). The launch will be supported by a new television commercial along with a digital and on-ground visibility programme.
Recent studies show that 2 out of 5 school-going children suffer from Calcium deficiency1 and 1 out of 10 ‘healthy’ children in parts of India suffer from Vitamin D deficiency2. Following the insight that in spite of regular daily diet children may have gaps in nutrition, Horlicks fortified with iron, calcium and other vital nutrients can help in bridging nutrition gaps and furthermore is clinically proven to increase 5 signs of growth* for kids thus providing a tasty option of giving nourishment.
Horlicks continues to promote everyday nutrition for a healthy child’s needs to aid growth and development. Horlicks is available in a new, smart packaging and 4 exciting flavours- Classic Malt, Chocolate Delight, Royal Kesar Badam and Elaichi Surprise

Mr. Jayant Singh, EVP Marketing, GlaxoSmithKline Consumer Healthcare India said, “Science makes our product portfolio relevant through which aim to impact lives positively. We are excited to introduce Horlicks in an instant form with contemporary packaging for modern shoppers. For the first time in the history of base Horlicks, the product brings in instantisation through quick miscibility in both hot and cold base; offering convenience to the consumers. This ‘restage’ will be accompanied by a new communication which builds on the powerful heritage of the brand and its close association with value for consumers and introduces the importance and need for everyday nutrition.”
With the restage, the brand will activate innovative campaigns on the ground, for shoppers and on the digital platform to engage consumers to build a habit of everyday nutrition to build greater brand loyalty and brand love.
For more details, visit www.horlicks.in

*Claims based on a study by NIN Hyderabad in 1999-2000 comparing micronutrient enriched beverage vs. nonfortified placebo
References:

  1. Teotia SPS, Teotia M. Nutritional bone disease in Indian population. Indian J Med Res. 2008;127:219-228
  2. Marwaha RK, Tandon N, Reddy DRHK, et al. Vitamin D and bone mineral density status of healthy schoolchildren in northern India. Am J Clin Nutr. 2005;82(2):477-482.

References for infographic:

  • Teotia SPS, Teotia M. Nutritional bone disease in Indian population. Indian J Med Res. 2008;127:219-228
  • Marwaha RK, Tandon N, Reddy DRHK, et al. Vitamin D and bone mineral density status of healthy schoolchildren in northern India. Am J Clin Nutr. 2005;82(2):477-482.
  • Gajre NS, Fernandez S, Balakrishna N, Vazir S. Breakfast eating habit and its influence on attention-concentration, immediate memory and school achievement. Indian Pediatrics. 2008;45:824-828.http://www.indianpediatrics.net/oct2008/oct-824-828.htm. Accessed November 27, 2013.
  • Srihari G, Eilander A, Muthayya S, et al. Nutritional status of affluent Indian school children: what and how much do we know?
  • Indian Pediatrics. 2007;44:199-203. http://www.indianpediatrics.net/mar2007/mar-204-213.htm. Accessed December 6, 2013.
  • Mehrotra M, Arora S, Nagar V. Nutritional health status of primary school children. http://www.mdm.nic.in/Files/Initiatives%20&%20Case%20Studies/Nutritional_Health.pdf. Accessed December 6, 2013.

About GlaxoSmithKline Consumer Healthcare Ltd
 
GlaxoSmithKline Consumer Healthcare is a subsidiary of GlaxoSmithKline plc. of U.K, a global science based healthcare company. GlaxoSmithKline Consumer Healthcare has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GlaxoSmithKline Consumer Healthcare is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 3475 people.
GlaxoSmithKline Consumer Healthcare has a strong marketing and distribution network in India comprising over 700 distributors and a direct coverage of over 8 lakh retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for 150 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent names such as Eno, Crocin and Iodex as well as products from the global portfolio like  and Sensodyne.

Media Contacts  

Genesis Burson-Marsteller                    
Kuheli Ray: kuheli.ray@bm.com / +91 9999783541            

GlaxoSmithKline Consumer Healthcare
Deepa Dey: deepa.d.dey@gsk.com