Glaxo SmithKline (GSK) has relaunched its Horlicks brand in three new flavours on the Indian market, according to reports in the Indian press.
The re-launch also includes a new look for the brand targeting its core consumer, children up to 14 years old. A television advertising campaign will promote the new vanilla, honey and chocolate flavours to Indian kids, and will be accompanied by print ads and hoardings.
GSK has about 75 per cent market share of India's health drink market along with Boost, Viva and Maltova, according to a report from Press Trust of India.The malt-based drink is also available in the UK where Horlicks attracts an entirely different, much older, audience, using the 'Sleep Better, Feel Better' slogan.
Horlicks also contains wheat and dairy ingredients.