GlaxoSmithKline Consumer Healthcare New communcations for Horlicks - 5 Signs of growth Oct 2012


Adds reasons to believe to its existing ‘Taller, Stronger, Sharper’ proposition

Gurgaon, October 26, 2012- Today when children have to excel in studies and are also aspiring to develop an all round personality, one needs to recognize their nutritional needs to supplement their overall growth and development. Horlicks- the country’s leading Health Food Drink (HFD) has challenged itself to become even better to keep up with this changing scenario for children. The new and improved Horlicks is fortified with a mix of 26 vital nutrients. Supplementing its previous “Taller, Stronger, Sharper” (TSS) proposition, Horlicks now is the only Health food drink which is clinically proven to provide comprehensive nutrition measured through the ‘5 important signs of growth’. Horlicks provides nutrients to aid comprehensive growth for children by improving the following key aspects:

  •     More Bone area
  •     More Muscles
  •     Better Concentration
  •     More Active Nutrients
  •     Healthier Blood

The ‘5 signs of Growth’ have been derived through an independent, scientific study conducted by the prestigious National Institute of Nutrition, Hyderabad to assess the impact of a multiple micronutrient fortified beverage on physical growth and aspects of mental function, in healthy school age children. The study revealed that the sampled children had a high prevalence of key micronutrient deficiencies at baseline and, intervention led to a significant increase in nutritional status of key nutrients known to be important in optimal growth and development of children.

Speaking on the launch of the new communication, Mr. Jayant Singh, Marketing Director, GSKCH India said, “Horlicks has always aimed at providing comprehensive growth for children. The new and improved Horlicks is the only Health Food Drink which is scientifically proven to make children ‘Taller, Stronger, Sharper’, highlighting the 5 Signs of Growth that we believe are the key areas for a child’s development. With this launch, we plan to create awareness amongst consumers about this extremely important aspect of a child’s nutrition.”

Horlicks now comes with an improved formulation and packaging and will be available across retails outlets and other channels. As part of this initiative to build awareness about the ‘5 Signs of Growth’, the company has launched a new advertising campaign across print and television platforms to communicate the value proposition of the improved Horlicks.

About GlaxoSmithKline Consumer Healthcare Ltd.

GSKCH is an associate of GlaxoSmithKline plc. of the U.K, a global science based healthcare company. GSKCH has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GSKCH 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 2700 people.

GSKCH has a strong marketing and distribution network in India comprising over 550 wholesalers and coverage of over 9,00,000 retail outlets. Its flagship brand, Horlicks, is a widely regarded and highly respected brand for over 100 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 household names such as Eno, Crocin and Iodex.

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