HUL expands Horlicks beyond traditional nutrition drinks with ready-to-drink milkshakes featuring lower sugar and added nutrients
Hindustan Unilever (HUL) has expanded the Horlicks brand into the rapidly growing Ready-to-Drink (RTD) nutrition category with the launch of Horlicks Milkshake, a new beverage range aimed at Gen Z consumers seeking convenience, taste and balanced nutrition.
Available in three variants — Horlicks Classic Malt, Horlicks Chocolate and Horlicks Kesar Badam — the new milkshakes combine the familiar taste profile of Horlicks with a chilled, on-the-go format. Priced at Rs 20, the product has been developed as an affordable beverage option for young consumers navigating increasingly fast-paced lifestyles.
According to the company, the milkshakes contain 40 per cent less total sugar compared to regular milkshakes and are fortified with 10 key nutrients, including vitamins and zinc, aligning with growing consumer demand for healthier beverage choices.
The launch marks a significant step in HUL’s efforts to strengthen its presence in India’s expanding RTD nutrition market. Industry observers note that changing consumption patterns, urbanisation and rising health awareness are driving demand for beverages that combine convenience with nutritional benefits.
To support the launch, Horlicks has unveiled an integrated marketing campaign built around the theme, **“No Guilty, Only Pleasure”**. The campaign is designed to resonate with Gen Z consumers, who increasingly seek indulgent experiences without compromising on their health and wellness goals.
Through a youthful narrative, the campaign positions Horlicks Milkshake as a companion for everyday occasions ranging from work breaks and college hangouts to daily commutes and evening snacking moments. The initiative will be amplified through television, digital platforms, social media, influencer partnerships, outdoor advertising and large-scale sampling programmes across key markets.
As part of the rollout, select cities will also see Metro branding and high-visibility out-of-home (OOH) activations aimed at increasing awareness and trial among consumers on the move.
Commenting on the launch, Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever, said the RTD category is witnessing strong momentum as consumers increasingly seek products that fit seamlessly into modern lifestyles.
“The Ready-to-Drink category is evolving rapidly, driven by Gen Z consumers seeking convenience, taste and more mindful choices in formats that fit seamlessly into their lifestyles. With Horlicks Milkshake, we are bringing the trusted nutrition of Horlicks into the chilled RTD space while offering a format that is accessible, culturally relevant and designed for today’s generation,” Kohli said.
The latest introduction follows HUL’s earlier expansion of the Boost Ready-to-Drink portfolio, underscoring the company’s broader strategy to build future-focused nutrition brands that cater to evolving consumer habits.
With the launch of Horlicks Milkshake, HUL is seeking to tap into the growing intersection of convenience, indulgence and nutrition, as competition intensifies in India’s ready-to-drink beverages market.
The new Horlicks Milkshake range is now available across retail outlets and selected online platforms nationwide.
