Horlicks has kissed its bedtime image goodnight and unveiled a new look promoting the malt drink as a nourishing beverage to ­enjoy at any time.

GlaxoSmithKline Nutritional Healthcare is rolling out brighter packaging from 10 October that has been designed to push the wholesome characteristics of the brand, while nutritional information will be prominently displayed.

The refresh follows research that showed the £25m brand is increasingly being used as a nourishing drink, rather than a bedtime sleeping aid, said GSK.

"Our new-look packaging has been designed to appeal to a wider range of consumers, as Horlicks has a strong emotional value," said Horlicks commercial director Stephanie Holland.

Sales of malted hot beverages have fallen 2.6% by value y-o-y to £51.4m, while volume sales have dropped 5.5% [Kantar Worldpanel 52w/e 12 June 2011].