Horlicks has entered the ready-to-drink (RTD) nutrition beverage segment with the launch of its new Horlicks Milkshake range, targeting Gen Z consumers seeking convenient, on-the-go options that don’t compromise on nutrition.
The range debuts in three variants – Classic Malt, Chocolate, and Kesar Badam – and is priced accessibly at Rs 20. Each serving contains 40% less total sugars compared to standard offerings and is fortified with 10 essential nutrients, including vitamins and zinc, reinforcing the brand’s longstanding nutrition credentials in a modern format.
To support the launch, Horlicks has unveiled an integrated marketing campaign titled ‘No Guilty, Only Pleasure’, built around the insight that younger consumers increasingly seek products that balance indulgence with mindful nutrition. The campaign spans a series of films and digital assets depicting relatable, everyday moments – morning commutes, college hangouts, work breaks, and evening snacking – positioning the milkshake as a lifestyle companion rather than merely a health product.
Rajneet Kohli, Executive Director, Foods and Refreshment at Hindustan Unilever, noted that the RTD category is evolving rapidly, driven by Gen Z’s appetite for convenience and purposeful choices. The Horlicks Milkshake follows the earlier national expansion of Boost RTD, further consolidating HUL’s footprint in the chilled beverage space.
The campaign will be amplified across television, digital platforms, social media, influencer partnerships, outdoor advertising, and on-ground sampling. The product is now available at retail outlets and select online platforms across India.
