GSK is aiming to reinvigorate its Horlicks brand - and the overall malted drinks market.
Following a 10.4% slump in volume sales in the malted drinks category [KantarWorldpanel 52 w/e 9 June 2013], the brand is rolling out new packaging and recipes to tap into demand for healthy products.
GSK has upped the amount of malted barley in Traditional Horlicks and has increased levels of vitamin C and E in Light and Chocolate. It has also added a ‘packed with 14 nutrients’ claim on pack and is supporting the relaunch with a £1m marketing spend.
A 300g Chocolate jar is being added while Horlicks Cappuccino, introduced in September 2012, is being axed.